| Mobile devices, mobile phones and PDA's are | | | | exclusive content for wireless devices. |
| one of the last great frontiers of viral | | | | |
| advertisement opportunities. However, we have | | | | 2. Make it useful and timely. Think about |
| become experts at filtering everything, our | | | | what would be handy and helpful to have on a |
| air and water, our e-mail and pop-ups, and | | | | mobile device. Last year, for example, Food |
| our mobile devices as well. We are good at | | | | Network enabled Sprint customers to download |
| filtering. | | | | shopping lists for their Thanksgiving |
| | | | dinners. There was a lot of "Sprint-envy" |
| The very idea of unwanted advertising | | | | going around among non-sprint customers. |
| streaming through our Blackberries is | | | | |
| abhorrent. Mobile devices are the ultimate | | | | 3. Clearly define objectives. Usually, one of |
| opt-in medium and, therefore, a great way for | | | | two business objectives drives successful |
| marketers to connect with users…if | | | | mobile experiences: incremental revenue of |
| that's what the users want. "WANT" is the key | | | | brand intimacy. On the intimacy factor, a |
| word here. How should marketers approach the | | | | text message usually takes priority over |
| medium? | | | | almost any other form of communication. Why? |
| | | | Because we haven't yet been saturated with |
| There are three main ways to achieve this. | | | | mobile spam, and this is what causes us to |
| They are: | | | | prioritize wireless messaging over voice. |
| | | | |
| 1. Offer exclusive content. Anyone can offer | | | | Mobile marketing has been out there for a |
| ring tones. It's the unique content, such as | | | | while but we marketers have new territory to |
| exclusive mobile images of new brand | | | | explore. Video offers fantastic opportunities |
| concepts, that drives interest and calls them | | | | for engagement. Consumers already bypass |
| out in other media like e-mail campaigns, | | | | their filters for highly useful or |
| newsletters, websites, etc. So a wireless | | | | entertaining content and will do so for rich |
| campaign is most effective when it offers | | | | exclusive, compelling content. |