Mobile Website Marketing Is Being Used More And More By Companies
Mobile devices, mobile sets and PDA's are one of the last great frontiers of viral advertisement ideas. However, we are now experts at filtering everything, our air and water, our emails and pop-ups, and our mobile phones likewise. We are decent at filtering.
The idea of unwanted mobile marketing and mobile advertising running through mobile website marketing on our Blackberries is frustrating. Mobile devices are the ultimate opt-in medium and, thus, an excellent opportunity for marketers to connect with users - if that's what the people want. "WANT" is the key word at this point. How will ideally marketers approach the medium? There are three main strategies to achieve this. They are:
1. Provide unique content. Anybody can offer ring tones. It's the unique content, for example wonderful mobile images of new brand concepts, that drives interest and calls them out in other media such as e-mail campaigns, newsletters, websites, and so on. So a wireless campaign is most powerful when it offers unique content for wireless phones.
2. Make it helpful and timely. Think about what would be handy and useful to have on a mobile device. Last year, for instance, Food Network allowed 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 explain plans. Usually, one of two business objectives generates successful mobile experiences: incremental profit of brand intimacy. On the intimacy aspect, a text message often takes priority over virtually any other form of communication. Why? Because we haven't yet been flooded with mobile spam, and this is what leads to us to prioritize wireless messaging over voice.
Mobile marketing has been out there for some time but we marketers have new area to find out. Video offers good opportunities for engagement. Users already skip their filters for really useful or entertaining content and will do so for rich exclusive, compelling content.
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