Carlos Lamadrid Explains How Mobile Tags Bring Innovation To Print Advertising

Carlos Lamadrid is the Senior Vice President and Chief Brand Officer of the Woman’s Day Brand Group. Carlos brings years of leadership experience in publishing and a passion for great brands to help to steward the Woman’s Day suite of platforms to a new level. Since May 2010 Woman’s Day has been using Microsoft Tag in both their advertising and their editorial content to bring richer experiences to readers. He gave this advice to PSFK for the Future of Mobile Tagging Report:

• When utilizing a tag in any campaign, it’s important to go through certain steps. You have to train the consumer, and give them a reason to take action. Alongside this, the actual tag itself has to offer something of true value to the consumer.
• Tags tied to print can add deeper information or how-tos, but another stand-out use is giving alternative information to different types of readers. A recipe published in print may be useful for the main audience, but there’s the opportunity to provide information for readers with alternative diets.
• Brands that use tags as a platform to launch games need to keep the experience fast and simple, and somehow unique from what these people might already be playing on their mobile phone. One way to do this is by establishing some element in the print context that users can draw from while in the game. If an advertiser can incorporate this into their branding and create a fun experience, it offers real value to the consumer, making the interaction a win/win for both parties.
• Combining reader familiarity and the reliability of Microsoft Tag, a magazine can easily sell the platform to advertisers as a tool that works and delivers the intended experience.
• Brands should help consumers understand mobile tagging. One of the most important ways to do that is to make sure it is easy to understand what will be the specific value of scanning a tag. The best examples of this are tools that add to the content with which consumers are already engaging. So, if the product is food, the consumer needs to know that by scanning they’re going to be receiving related information, such as a recipe, that will add to their experience.
• One challenge is effectively demonstrating product benefits on the small screen of a mobile device. With Woman’s Day, brands are using print to communicate the benefits and Microsoft Tag to deliver incentives, rather than the other way around.

Women’s Day

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