Mobile devices, mobile phones and PDA's are one of the last great frontiers of viral advertisement ideas. However, we are now experts at filtering every thing, our air and water, our e-mail and pop-ups, and our mobile phones as well. We are efficient at filtering.
The very idea of unwanted mobile marketing and mobile advertising running through mobile website marketing on our Blackberries is frustrating. Mobile devices are the best opt-in medium and, therefore, an excellent way for marketers to interact with users - if that's what the users want. "WANT" is the key word at this point. How will ideally marketers approach the medium? There are three best ways to achieve this. They are:
1. Provide exclusive material. Anyone can offer ring tones. It's the unique content, for example wonderful 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 exclusive content for wireless phones.
2. Make it helpful 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 lot of "Sprint-envy" going around among non-sprint customers.
3. Clearly explain plans. Usually, one of two business objectives drives successful mobile experiences: incremental profit of brand intimacy. On the intimacy factor, a text message commonly takes priority over almost any other form of communication. Why? Because we haven't yet been flooded with mobile spam, and this is what leads to us to prioritize wireless messaging over voice.
Mobile marketing has been on the market for a while but we marketers have new area to explore. Video provides fantastic opportunities for engagement. Users already skip their filters for really useful or entertaining content and will do so for rich exclusive, compelling content.
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