Three Best Strategies For Mobile Advertising
Mobile devices, mobile sets and PDA's are one of the last great forms of viral advertisement ideas. However, we have become experts at filtering everything, our air and water, our e-mail and pop-ups, and our mobile phones as well. We are decent at filtering.
The idea of unnecessary mobile marketing and mobile advertising running through mobile website marketing on our Blackberries is abhorrent. Mobile devices are the ultimate opt-in medium and, therefore, an excellent way for marketers to interact with users - if that's what the people like. "WANT" is the key word at this point. How should marketers approach the medium? There are three main ways to achieve this. They are:
1. Provide exclusive material. Anybody can offer ring tones. It's the exclusive content, for example exclusive mobile images of new brand concepts, that drives interest and calls them out in other media like e-mail campaigns, newsletters, websites, and so on. So a wireless campaign is most effective when it provides unique content for mobile phones.
2. Make it useful and timely. Think about what would be handy and helpful to have on a mobile device. Last year, for instance, Food Network enabled Sprint users to download shopping lists for their Thanksgiving dinners. There was a great deal of "Sprint-envy" going around among non-sprint users.
3. Clearly explain objectives. Usually, one of two business objectives drives successful mobile experiences: incremental profit of brand intimacy. On the intimacy factor, a text message often takes priority over virtually any other form of communication. Why? As we haven't yet been flooded 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 area to explore. Video provides good opportunities for engagement. Customers already skip their filters for highly useful or entertaining content and will do so for rich exclusive, compelling content.
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