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

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This is the development of mobile applica�ons specifically designed as marke�ng tools. These can
be used as a viral marke�ng device as friends, colleagues and acquaintances distribute the cool/
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appealing/useful applica�on amongst themselves and this has the poten�al to offer an effec�ve
marke�ng tool and a way to strengthen your brand.
For more detailed informa�on about mobile applica�ons and to be redirected to that sec�on of the
report; click here.

Mobile Websites
Mobile websites are extremely versa�le and in addi�on to having a mobile version of your website
which offers core func�onality and focuses on cost efficiencies, for targe�ng customers on the go
and enhanced customer service, it is also possible to set up mobile ‘microsites’ that are associated
with par�cular mobile marke�ng campaigns or as a companion to the online presence. An example
of this is Banff.mobi which is a mobile web guide to Banff and the Canadian Rockies
For more detailed informa�on about the mobile internet as a solu�ons pla�orm please click here to
be taken to the mobile web sec�on of the report
Advergames
A cu�ng edge area of mobile marke�ng that focuses on leveraging the high popularity of games
on mobile and using the game itself as a mobile and adver�sing tool. See below an ar�cle about
the poten�al benefits of advergaming. The key of course is that the game must be genuinely
entertaining in order for it to be an effec�ve marke�ng tool. If the game is par�cularly entertaining
then this could well have a posi�ve effect on your brand percep�on. There is of course a need to
determine who (of your customers) will actually be able to download any game that is created and
it will need to be tailored for different handset types.
Spotlight on: Mobile Advergaming
Advergaming is an adver�sing game, sent to your mobile phone, with the
goal of crea�ng a posi�ve experience for consumers on a new product
or brand name. The idea is that advergaming creates greater awareness
of the message and iden�fica�on with your brand. A key advantage of
advergaming is that the contact �me between a brand and a customer
or poten�al customer in a tradi�onal “pop-up” adver�sement is about
2 seconds! However, according to Unkaso� Interac�ve, a specialist in
mobile advergaming, a consumer can enjoy from 5 to 35 minutes, on
average, with an advergame. That is certainly significant.
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