The School of Mobile Vol. 2 - The Detail
• The campaign should be focused on connec�ng what was previously disconnected
• Above all, ge�ng involved should be simple and have respect for personal privacy
You may also be thinking why would you be looking to invest in a new marke�ng channel given the
current state of the economy? Well, as the effec�veness and return on tradi�onal marke�ng dwindles,
mobile marke�ng is garnering proven results and should be more than seriously considered as an
integral part of your overall marke�ng strategy, along with the bewildering but equally integral role of
social media. And when one combines mobile and social media, the poten�al could be awesome.
For some insight and thought provoking examples of the evolving rela�onship between mobile and
social media (and loca�on-based-services) click below to be whisked away to the WAYN case study:
WAYN CASE STUDY.
But why is mobile a good angle for marke�ng? What makes mobile marke�ng different and how
can you be sure you are thinking about it in the right way?
→ The genesis and the story of how and why mMarke�ng has come into its own…
It can be said that mobile marke�ng is really coming into its own. Companies have tried mobile
marke�ng. Everyone knows that almost everyone has a mobile phone. With 4 billion subscribers,
there is no other means with that ubiquity and level of exposure. Naturally, due to these factors and
par�cularly in these ini�al stages, large organisa�ons are going to be trying to see what they can
get out of it. An interes�ng story and a valuable lesson occurred at the beginning of this century,
i.e. in the early 2000s. This was when there were txt-to-win compe��ons, X factor vo�ng polls and
heaps of premium rate tex�ng services. Clearly, people were making money out of it. Unfortunately
due to the scandals with premium rate text messages and people being overcharged and other
associated nas�es, mobile marke�ng was sullied and has only been recovering recently.
The clear fact is that this experience demonstrates that these kinds of services showed that there
was a need and that customers really liked the opportunity and experience of interac�ng with
brands and media and so forth via their mobile device. These bumbling first steps, when mistakes
were made, paved the way for where we are now which is the ‘post premium rate’ world.
→ What do you mean by ‘post premium rate’ world then?
There is s�ll good money to be made in the premium-rate messaging area but now the �me is right
to look at what mobile marke�ng can do for companies by taking much more of a strategic focus.
Being successful in mobile is not about throwing a travel company the latest clever technology and
saying; ‘there you go, that is cool, now you are mobile!’ There really needs to be clear objec�ves in
terms of how mobile can be used in a given business. The fact is, if you work with the right partner
in determining how mobile marke�ng can impact your business, the answer may in fact be, you
know what, mobile marke�ng is not in fact right for you at this �me. It is dangerous to assume that
mobile marke�ng is a magic solu�on and one needs to be wary of companies that are too overly
confident in it predicted success…
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