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Week 8: Drive Awareness with Ambient Media
The ubiquity of mobile devices has started to influence how we experience the physical world around us. As we discussed in Chapter 7, “Week 6: Leverage the SoLoMo Nexus,” part of the opportunity for marketers lies in the ability to marry location, context, and intent. Part of it also derives from technologies that trigger a connection between a consumer's mobile device and the non-digital world—what we call ambient media. Think of it as a way to add a layer of interactivity to traditional media, places, and objects that in the past were completely static. In this chapter, we'll discuss how you can use ambient mobile channels, including 2D barcodes, augmented reality, near-field communications, and ...
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