Mobile Industry Review - Latest Comments in Mobile marketing, has it crashed and burned?

Re: Mobile marketing, has it crashed and burned?

technokitten — Wed, 20 Aug 2008 07:57:30 -0000

I think we're asking the wrong question. Isn't it 'Marketing, has it crashed and burned?'. And as a result, we have to change or die.

Mobile marketing and advertising will only be successful when it's used properly. It's not so much about the channel as to how it's used (this is applicable to any channel actually). And increasingly, mobile will be the key channel via which marcomms (short for Marketing Communications - there's a clue in the name) happens. Ultimately it's about communication and this is two way in our networked 2.0 world. And that's still a tough call for many businesses to get their heads round as they've previously left their marketing agencies to have the external conversations whilst they focus on making widgets, chocolate or whatever.

Re: Mobile marketing, has it crashed and burned?

Douglas — Thu, 14 Aug 2008 12:26:09 -0000

Question is - do you mean M obile Marketing - or Mobile advertising. Couldn't agree more if you mean Mobile advertising (i.e. banner ads on your phone). Won't be that successful until coinnections are (much) faster AND consumers now they aren't paying data charges as they watch it (slowly) appear on screen. Couldn't disagree more on Mobile Marketing (i.e using mobile as part (often THE main part) of integrated campaigns. Mobile CRM is expanding exponentially - and "pull" campaigns still attract millions & millions of users per campaign.

Anyway - in not too long a time - there won't be any "mobile advertising" just web pages that know when they are being viewed on a mobile device. (c.f. iPhone).

Re: Mobile marketing, has it crashed and burned?

Dafyd — Mon, 14 Jul 2008 21:25:54 -0000

We implemented successful mobile marketing campaigns in Australia about 4 years. They are 'opt in' models. We have excellent results but we have learnt that the content MUST be relevant for the recipient.
www.hotgozzipchat.com

Re: Mobile marketing, has it crashed and burned?

MaManfie — Mon, 14 Jul 2008 13:56:30 -0000

Interesting.
I'm on Blyk, and obviously, it is pure mobile-marketing; and I assume a lot of money is to be made out of it, but to be honest the adverts have never really made me want to go and buy a product. Even when I got a voucher for a free bottle of Lucazade, I couldn't be persuaded to go and try and product I know I don't like.

Previously, I spent five years with Virgin Mobile (who I loved), and I did get the occasional advert here and there, and they were definitely aimed at an older audience, not the twelve year old that I was.

I don't think mobile-marketing being used to it's full potential; I mean, a lot more could be done to make products a lot more enticing, and as you said, keep you informed by your location.

Even Blyk, seem a little incapble of advertising according to preference, and do need to build a much more indepth system of anaylsis and understanding. That is where I think advertising is heading. As Facebook tried to do, by using profile information to make advertising more relevent, the same could be said for the mobile market. I would be happy, for Blyk to ask me proper questions about what I like, and send out questionnaires on my views so that they could get a comprehensive view... Then again, that would be too much to ask!

As for Ad-Blocker Plus - ingenious! I couldn't live without it.

Samantha.