Mobile and Gaming Lagging Search and E-mail
A recent Forrester research report as
reported by Adage notes that interactive budgets are skewed toward measurable means like email marketing and search marketing. The report notes that mobile and gaming are falling behind while social media advertising has risen 40%. Mobile is claimed to fall behind because of the lack of any proof of performance and gaming is skewed to younger sophisticated crowds.
It's so strange that the study notes that mobile is having a tough time growing roots. All around us are examples of successful mobile campaigns.
Text messaging your favorite Idol in,
guessing which briefcase has all of the Deal or No Deal money, and so on. The key with mobile is point of purchase. The phone is with you at ALL times, more so than even your wallet and/or keys. (And if you forget your wallet you can PAY with your phone via PayPal Mobile). So there it is marketers, your examples of successful campaigns. Then comes the second argument of cost. Well the great thing is that you don't need a graphic designer, a brand name director, or recognizable faces. It's TEXT! It's simple, it's cheap, it's 160 characters including spaces. Once you've decided what your campaign is, whether its polling, driving to web, or simple message push, you just need to rent space on a short code and there you have it - your own text messaging campaign.
Sure, you're going to need to promote it. After all how are people going to find out about your keyword and short code, but if you have a consumer facing brand you have tons of real estate to do so. I think that all marketers should be in the mobile space because its cheap, easy, and quick to roll out. You'll be able to collect the king of all data points, the cell phone number, the most sacred closely kept piece of information guarded by all consumers. (Maybe second to your credit card number, but definitely ahead of your social since you can find that online already).
Labels: email blog spam rss, mobile, SMS, text messaging, video games
