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Mobile Advertising Is Being Utilized More And More By Companies
Mobile devices, mobile phones and PDA's are one of the last great forms of viral advertisement ideas. However, we have become professionals at filtering everything, our air and water, our emails and pop-ups, and our mobile devices as well. We are efficient at filtering.
The very idea of unnecessary mobile marketing and mobile advertising running through mobile website marketing on our Blackberries is abhorrent. Mobile phones are the ultimate opt-in medium and, thus, an excellent way for marketers to interact with users - if that's what the users like. "WANT" is the key word at this point. How should marketers approach the medium? There are 3 main strategies to achieve this. They are:
1. Provide exclusive material. Anyone can offer ring tones. It's the exclusive content, for example exclusive mobile images of new brand ideas, that drives interest and calls them out in other media such as e-mail campaigns, newsletters, websites, etc. So a wireless campaign is most effective when it provides exclusive content for mobile phones.
2. Make it useful and suitable. Think about what would be handy and useful 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 users.
3. Clearly explain objectives. Typically, one of two business objectives generates successful mobile experiences: incremental revenue of brand intimacy. On the intimacy issue, a text message commonly takes priority over almost any other form of communication. Why? As we haven't yet been flooded with mobile spam, and this is what causes us to focus on wireless messaging over voice.
Mobile marketing has been out there for some time but we marketers have new territory to explore. Video provides fantastic opportunities for engagement. Users already skip their filters for highly useful or exciting content and will do so for rich exclusive, compelling content.
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