“We believe that mobile marketing is one of the few instances in which the current hype actually underestimates the full potential of the market opportunity,” says Scott Ellison, vice president of Wireless and Mobile Communications at IDC. “The winners will be those players who fully leverage the mobile ecosystem rather than try to simply translate other marketing and advertising business models to mobile.”

Ellison hit the nail on the head with that one. Mobile is unique to mobile. What works well on the Internet will not always work well on the phone. (Case and point: compare selling email addresses and selling mobile phone numbers). And all too often I see mobile marketing companies providing cookie cutter campaigns to all of their clients. These mobile solutions miss needed individuality and take advantage of the mobile device without considering the personal relationship people have with their phones. They also seldom provide users with anything useful or motivational to act favourably on a brand (Example: Ford’s Mobile Campaign is Boring).

IDC also confirms the link between mobile marketing and relevancy based on users’ mobile search patterns and profiles. “If done right, mobile marketing provides an unparalleled window into the lives of mobile users such as their search, discovery and sharing of content,” the report concludes.

To read more on mobile marketing dos and don’ts check out the IDC study, U.S. Mobile Marketing and Advertising 2007-2011 Forecast: The Potential Actually Exceeds the Hype. (enpocket might learn a thing or two from this paper).

Source: MocoNews

This entry was posted on Wednesday, February 28th, 2007 at 12:16 pm and is filed under Mobile Marketing. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.