Why Top Mobile Marketing Campaigns are Not in U.S.
Written on Friday, February 18, 2011
Recommended reading for today is this article by Kathryn Koegel, posted on AdvertisingAge. She discusses some truly key points on mobile marketing, pointing out common misconceptions, suggests a back-to-basics approach by looking at good mobile marketing campaign examples from across the world - not just the U.S.!
It may not be the Academy Awards, but today I am eagerly awaiting the results of the GSMA Global Mobile Awards. I was a member of the jury that determined the best mobile-marketing campaign in the world in 2010. Here's what I learned when suddenly thrust into the global (i.e., not U.S.-centric) world of mobile marketing:
- Contrary to what Steve Jobs said last year, mobile marketing does not suck: It just sucks a lot of the time in the U.S.
- We love devices more than we love marketing
- If you're going to focus on a cool aspect of the phone, make it novel and continually rewarding.
- Rich media is not the solution: embrace the creative "limitations" of mobile
- Cross-platform does not mean do it on more than one device.
- If it's a mobile-marketing campaign, actually use mobile as media.
- Mobile is a reach medium: Treat it like one.
- Do something big: change behavior.
- Learn from Captain Kirk: It's called a "communicator," not an "i" or a "touch" anything.
- And the winner is ... Congratulations to Unilever Turkey and Cornetto ice cream.
Take a look over at the article for a short discussion from Kathryn, on each point.
I especially liked the point made by Kathryn about focusing on the true essence of mobile. The communication part, and the actual content - not the effects added to it by a fancy mobile app for example.
Agreed mobile apps are already a major thing - and they're going to take off even more- but what I'm saying - and I agree with Kathryn on what she says - is that if you focus on your actual content (i.e. your message to the consumer) not only do you not have to dress it up in an iPhone / Android app, but you can actually get your (great) message out to a much wider audience, simply by using more traditional approaches, such as SMS, which can be much more effective.
Agreed mobile apps are already a major thing - and they're going to take off even more- but what I'm saying - and I agree with Kathryn on what she says - is that if you focus on your actual content (i.e. your message to the consumer) not only do you not have to dress it up in an iPhone / Android app, but you can actually get your (great) message out to a much wider audience, simply by using more traditional approaches, such as SMS, which can be much more effective.
Problem is, of course, you don't always have a good message (good marketing campaign), so you have to dress it up, right? ...
Posted in
mobile marketing,
sms marketing,
text marketing
|
It's nice article. Let me mention about home insurance by zip with discounts homeowners insurance providers. Compare online quotes on homeowners insurance.