CYBERTORIAL: Mobile marketing is hot! After years of false dawns, brands and agencies are recognising the mobile channel as an essential element of the marketing mix. So what’s changed and why now?
In recent years there have been a number of forays into the ‘mobisphere’ by leading brands, often with mixed results. Many mobile marketing specialists were actually techno-geeks masquerading as marketers. Mobile marketing initiatives were (and often still are) driven by the capabilities (and limitations) of mobile technology. This led to a plethora of “SMS and Win” competitions as well as intrusive bulk SMS and MMS promotional messaging. Creativity meant more complex technology, which demanded a high level of complicated user interaction.
In the close-knit world of mobile, campaigns were often judged by their “cool” factor or the ‘cleverness’ of the technology, not by their effectiveness in achieving the marketing objective. But…the cellphone is a now a mainstream media channel – more people use a cellphone than watch TV, read newspapers, listen to the radio or surf the Internet from a PC. Mobile consumers are not techno-freaks – they’re mainstream consumers who don’t want to be “spammed” or engage in fussy interaction on a small screen.
Some fresh thinking was needed when it comes to mobile advertising and mobile media. Thinking that focuses on an understanding of how consumer use and interact with cell phones, and how brands can engage their clients in a mutually satisfying dialogue using this ubiquitous and yet highly personal channel.
MobiMedia is one of a new wave of mobile advertising and media agencies that focus on using the mobile channel to find the sweet spot where brand objectives and customer requirements converge: “Rather than seeing the cell phone as just another vehicle for below-the-line, response based advertising, we view the mobile phone as potentially the most significant communications channel between advertiser and consumer, and thus a key platform for brand-building and developing interactive relationships”, explains Tim Legg, founder and CEO.
MobiMedia deploys an array of simple yet effective marketing techniques and methodologies (intuitive user interface design, smart copywriting and simple graphics) based on an understanding of consumer psychology and how a user interacts with a cell phone. The channel may be ‘new’, but the principles of communication are age-old: MobiMedia applies traditional advertising agency skills (creative ideas and great design) and media know-how (compelling content and audience reach) to encourage direct consumer engagement with the client company or brand.
“This allows us to create compelling mobile campaigns which entertain, inform and reward the consumer, helping our clients to build their brands, strengthen customer relationships, generate new business leads, boost sales and ultimately grow their businesses,” continues Legg.
The company implements and manages strategic integrated mobile marketing campaigns for its major corporate clients and brands, often with global affiliations. In addition, MobiMedia has recently launched its Mobi!mpact ® programme, a simple and affordable managed mobile marketing solution, aimed at SME’s, local businesses and smaller brands looking to take advantage of the opportunities offered by the mobile revolution
SMS ‘Impact’ to 34411 to find out more!
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