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The School of Mobile Vol. 2 - The Detail Chapter 3 - Mobile Technology and Solu�ons

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Mobile should not be thought of as a silo but as an integral part of a campaign strategy, mobile as
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an overlay, glue, an enhancer, a catalyst, a connector and a conduit.
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For smaller companies, it is possible to conceive, design and execute clever basic mobile campaigns
that do not require a long lead �me. As you would expect, as complexity grows, so too does the
lead �me required. Theore�cally, once launched, the mobile campaign can run for ever. As opposed
to tradi�onal media, mobile as part of a mul� channel strategy offers a rich media, interac�ve
experience that is not possible through tradi�onal adver�sing mediums.
Modern consumers could be described as “channel shi�ers.” They want to be able to move among
PCs, mobile phones and other communica�on channels.
Modern consumers are also “�me shi�ing,” They want to be able to consume content on their own
schedules and they want to discover content and services and products that they find interes�ng.
(Source: David H. Miller, Mobile Discovery)
A mul�-channel strategy can go even further by integra�ng social media as a way to leverage
mobile and the other components of a mul�-channel adver�sing strategy. Once a message, posi�ve
or nega�ve hits the social media nodes, a true viral affect kicks in. Mobile extends and enhances the
ability to drive the viral media affect of your offering.
In summary: link tradi�onal media, online media, and mobile as a facilitator and an appendage and
a link to social media. That is the essence of mul�-channel. It is all about integra�on and covering
all the possible touchpoints.
(Adapted and Edited by EyeforTravel from a podcast on Mobile Beyond by Mobile Discovery)
Some clear guidelines to ensure that your mobile adver�sing gives you the results you
expect.
Once again we are grateful to the MMA for having put such a concerted effort into developing
detailed and comprehensive guidelines with respect to all the intricate details about how to
go about mobile adver�sing. They are highly applicable to the travel industry and they are
a�er all, the experts. So if you want to delve into the ‘ni�y gri�y’ of mobile adver�sing in all its
itera�ons, please follow this link:
www.mmaglobal.com/mobileadver�sing.pdf
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