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Mobile phones, mobile devices and PDA’s are among the final great frontiers of viral advertising opportunities. However, we have become experts at filtering everything, our air and water, our e-mail and pop-ups, and our mobile devices as well. We are expert at filtering.
The very idea of unwanted advertising streaming through our Blackberries is abhorrent. Mobile devices are the ultimate opt-in medium and, hence, a great method for marketers to connect with users – if that is what the users want. “WANT” is the keyword here. How should marketers approach the medium? I will attempt to answer that very question.
There are three primary ways to accomplish this. They are:
1. Offer exclusive content. Anyone can provide ring tones. It is the unique content, such as exclusive mobile images of new brand concepts, that causes interest and calls them out in other media like e-mail campaigns, newsletters, websites, etc. Therefore a wireless campaign is most effective when it provides exclusive content for wireless devices.
2. Make it useful and timely. Think about what would be useful and helpful to have on a mobile device.
3. Clearly define objectives. Ordinarily, one of two business objectives drives successful mobile experiences: incremental revenue of brand intimacy. On the intimacy factor, a text message commonly takes priority over almost any other form of communication. Why? Because we have not yet been saturated with mobile spam, and this is what causes us to prioritize wireless messaging over voice.
Mobile marketing has been out there for a while but we marketers have new territory to explore. Video offers phenomenal opportunities for engagement. Consumers already bypass their filters for extremely useful or entertaining content and will do so for rich exclusive, compelling content.
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Great stuff. Nice to read some well written posts that have some relevancy !