Mobile devices are one of the last great marketing frontiers. Pure. Unspoiled. Un-spammed. Three tips for approaching this medium.
We filter our air and water. We filter our conversations by the water cooler. The FCC filters our TV content. Parents filter the Internet. Pop-up blockers filter out unwanted ads. Anti-spam software filters email. DVRs help TV viewers filter advertising. Clearly, we live in a cluttered, polluted world in which nearly every medium offers marketers an opportunity to put a message or offer in front of a consumer (even if it can be bypassed).
Mobile devices -- mobile phones and PDAs -- are one of the last great frontiers. Pure. Unspoiled. Un-spammed. I have a filter on my Blackberry that allows me to receive messages from senders I've selected, but not others. The very notion of unwanted advertising streaming through my Blackberry is abhorrent. Mobile devices are the ultimate opt-in medium. They're a great way for marketers to connect with users -- if that's what users want. And that's the key. How should marketers approach the medium?
First, the facts:
Last year, we hired Craig Daitch, a mobile marketing expert, to join our other emerging-media specialists who keep us ahead of the curve. I talked to Daitch about how marketers should approach the medium. Here's an overview of what we covered:
Although mobile marketing has been out there for a while, we marketers have new territory to explore. Video offers fantastic opportunities for engagement. Consumers already bypass their filters for highly useful content (e.g., timely alerts) and will do so for rich, exclusive, compelling content. Let the best content win!
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