Mobile devices, mobile sets and PDA's are one of the last great frontiers of viral advertisement methods. However, we are now skilled at filtering anything, our air and water, our e-mail and pop-ups, and our mobile phones 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 awful. Mobile phones are the ideal opt-in medium and, therefore, a good way for marketers to connect with users - if that's what the people want. "WANT" is the key word now. How will ideally marketers approach the medium? There are 3 basic ways to achieve this. They are:
1. Present exclusive content. Anybody can offer ring tones. It's the unique content, such as special mobile images of new brand ideas, that makes 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 offers unique content for wireless devices.
2. Make it advantageous and suitable. Consider what would be handy and helpful to have on a mobile device. Last year, for instance, Food Network enabled Sprint customers to download shopping lists for their Thanksgiving dinners. There was a great deal of "Sprint-envy" going around among non-sprint customers.
3. Clearly outline purposes. Generally, one of two business plans drives successful mobile experiences: incremental profit 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 around for a while but we marketers have new area to explore. Video offers great opportunities for engagement. Consumers already bypass their filters for really useful or unique content and will do so for rich exclusive, convincing content.
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