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3 Main Strategies For Mobile Advertising
Mobile devices, mobile phones and PDA's are one of the last great frontiers of viral advertisement opportunities. However, we are now skilled at filtering everything, our air and water, our emails and pop-ups, and our mobile phones likewise. We are good at filtering.
The very idea of unwanted mobile marketing and mobile advertising streaming through mobile website marketing on our Blackberries is frustrating. Mobile phones are the ultimate opt-in medium and, thus, a good opportunity for marketers to connect with users - if that's what the users want. "WANT" is the key word here. How will ideally marketers approach the medium? There are 3 main strategies to achieve this. They are:
1. Present unique content. Anyone can offer ring tones. It's the unique content, such as wonderful mobile images of new brand ideas, 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 exclusive content for wireless devices.
2. Make it helpful and suitable. 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 lot of "Sprint-envy" going around among non-sprint customers.
3. Clearly define plans. Generally, one of two business objectives generates successful mobile experiences: incremental profit of brand intimacy. On the intimacy issue, a text message usually takes priority over almost any other form of communication. Why? Because we haven't yet been saturated with mobile spam, and this is what leads to us to focus on wireless messaging over voice.
Mobile marketing has been out there for some time but we marketers have new area to find out. Video offers fantastic opportunities for engagement. Users already bypass their filters for really useful or unique content and will do so for rich exclusive, compelling content.
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