Although we can't claim an exclusive scoop on this, we can confidently predict that the way we interact with our media is fundamentally changing, if it hasn't already. Even the BBC's head of on-demand programming, Daniel Danker, concurs prophesying that the future of their iPlayer service is mobile - "the ratio of growth we are seeing by mobile is incredible". 

Mobile Minefield
So, as sure as day follows night, advertisers (and therefore brand marketing in general) will follow media into these mobile channels. But what is the best way to tap the smartphone market? From our perspective, which is obviously sales promotion biased, there are three major mechanical options to choose from, with a myriad of providers within each.

1. Smartphone Apps
2. SMS entry
3. Barcodes
4. Image recognition 

1) Apps
Few can have missed the meteoric rise of Apple's App Store which passed the milestone of 10 billion downloaded apps last year. Apple created a whole new category but you can rest assured that Google, Microsoft, Nokia et al will do their utmost to emulate, improve and maybe even surpass their achievement. The global market for apps is set to reach $3.9 billion in 2011 up 81.5% on 2010, so clearly the bandwagon still hasn't left town.

Sales Promotion Apps
What sort of apps can we expect to see to enhance our sales promotion lives?

• Nearest venue locator - discount offers / programmes, sampling etc either static or based on your current location
• Secure voucher / proof of membership id
• A reader for QR (Quick Response) Codes - see image recognition below
• Instant win, game of chance / skill mechanic
• Mobile currency - use your phone for cashless transactions

2) SMS
A familiar and long used mechanic for 'Text to Enter' type promotions. Has the benefit that it is universally compatible, consumers are comfortable with the process and you don't need to install anything to participate. Perhaps it's main benefit is also its downfall. As they say familiarity breeds contempt, and 'Text to Win' has been done to death.

3) Barcodes
The MMS (Multimedia Message Service) is almost as universally compatible as SMS and offers the ability to send and receive barcodes used for couponing in the retail environment but also for paperless ticketing for events. This technology has been around for some years, but is still relatively niche. From our experience the main complication comes in trying to ensure the barcode is compatible with the retailer's EPOS (Electronic Point of Sale) system and even then there is the issue of how well they scan on flatbed scanners and the consequent increase in transaction time - which big retailers are very sensitive about.

4) Image Recognition

Aside from the endless possibilities of Apps, this option is really starting to gain momentum. Just flicking through newspaper travel adverts, we were surprised by the proportion of ads that featured a QR code. Curiosity about this seemingly random splurge of pixels almost compels you to scan it with your phone's camera to see what lies behind the dots.

However QR codes are not the only word in image recognition. You can also feature your own logo, image or icon within a border with a unique digital signature - a 'tag'. This image can then be reproduced wherever you want and consumers simply photograph it and send it to a short code SMS number or email it to receive more information.

Both routes offer pros and cons, the main one for QR Codes being the need to install a QR Code reader into your mobile phone. However once installed, interacting with a QR Code is a one step process which immediately takes you to the required information. The destination behind the code can be changed whenever you want, and all interactions can be tracked in realtime.

With the digital tags no software installation is required, but there is a three step process to receiving your message - Snap, Send, Get. The system can recognise previous interactions and therefore take you deeper into 'the conversation' with the brand by providing more information each time the tag is submitted. Being a digital solution, it too can produce comprehensive reporting information.

Applications

• Mobile business cards - you can update information on the fly if you move, get promoted etc
• TV Voting - without the need to continually broadcast phone numbers
• Show Me More - add an extra dimension to your advertising by linking to more information, video, downloads and apps - see Waitrose Christmas campaign
• Proof of purchase - to qualify for special offers
• Data Capture - for exhibition badges, social networking - you can even print QR Codes on tatoos (could get messy when you're out on the town!)

If you want to find out more about Tags or QR Codes, contact Mosaic for more information.

Final thoughts
Before we get carried away and cover ourselves in temporary QR tattoos, Mintel reminds us that a large proportion of mobile users have not joined the smartphone revolution. in fact 56% agree that 'as long I can make voice calls and texts, I don't care about other features and functions'.

Unsurprisingly iPhone owners are three times more likely to browse the internet or listen to music and four times more likely to download apps than mobile users overall. 40% of 16-24-year-olds use their phone to access the internet on a daily basis, compared to 23% of mobile users overall.

So, the perhaps obvious lesson from all this is that you need to consider the nature of your audience before you make the leap. Such campaigns are going to have far more relevance to Sony than Stannah Stairlifts.