Mobile devices, mobile phones and PDA's are one of the last great frontiers of viral advertisement opportunities. However, we are now skilled at filtering every thing, our air and water, our e-mail and pop-ups, and our mobile devices as well. We are decent at filtering.
The concept of unwanted mobile marketing and mobile advertising streaming through mobile website marketing on our Blackberries is frustrating. Mobile phones are the best opt-in medium and, therefore, a great way for marketers to interact with users - if that's what the users want. "WANT" is the key word here. How will ideally marketers approach the medium? There are 3 best ways to achieve this. They are:
1. Offer exclusive material. Anyone can offer ring tones. It's the unique content, such as wonderful mobile images of new brand ideas, that drives interest and calls them out in other media like e-mail campaigns, newsletters, websites, etc. So a wireless campaign is most effective when it provides exclusive content for wireless devices.
2. Make it helpful and suitable. Think about what would be handy and helpful to have on a mobile device. Last year, for example, Food Network enabled Sprint users to download shopping lists for their Thanksgiving dinners. There was a lot of "Sprint-envy" going around among non-sprint customers.
3. Clearly define plans. Generally, one of two business objectives drives successful mobile experiences: incremental revenue of brand intimacy. On the intimacy factor, a text message often takes priority over practically any other form of communication. Why? Because we haven't yet been saturated with mobile spam, and this is what leads to us to focus on wireless messaging over voice.
Mobile marketing has been on the market for a while but we marketers have new territory to explore. Video provides great opportunities for engagement. Consumers already bypass their filters for really useful or unique content and will do so for rich exclusive, compelling content.
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