Nothing new in the article on TheFeature, just a few good indications it’s worth to repeat once in a while. Successful mobile marketing (not advertising) it’s mostly about pull communication. First engage (unwired) and then deliver (via wireless).
Wireless marketing is not only about mobile phones, sometimes I tend to forget it, considering the situation in Europe. This press release reminds me that PDA in the US might play an important role in a wireless marketing strategy. Audi USA has partnered with AvantGo to sponsor the College Hoops Channel and raise its brand visibility among 24-54 year-old technology-savvy. Mary Ann Wilson Audi National Advertising Manager says: “We believe AvantGo users share many of the values inherent in the Audi brand, making the College Hoops Channel an exciting way for us to reach a highly desirable demographic. The innovative medium, coupled with the opportunity to help consumers enjoy the excitement of the NCAA Division I tournament made this sponsorship the right match for Audi.”
I particularly enjoyed the conclusion of the press release, in which AvantGo comes up with a sort of “mobile marketing manifesto” saying that “Using the AvantGo service, companies such as Audi can build brand awareness, acquire new customers, reduce customer care costs and generate incremental revenue through customized, interactive advertising, media and marketing campaigns designed for mobile users”. Mobile Marketing? The sky is the limit!
Toni and Guy, a UK based chain with salons worldwide has recently launched a new mobile initiative. As explained by Netsize (the multi-platform delivery and billing infrastructure provider) in a press release, Toni and Guy customers will now be able to get their favourite hairstyles on their mobile phones using a new picture messaging service from the Toni and Guy web gallery. In this way, customers can share potential new styles with friends and family before visiting a salon. Users are charged 50 pence per MMS, with 10 pence from each message donated to the King�s Variety Club Children�s Hospital. I very much like the idea, it’s perfect to express the concept of mobile phones “connecting people” (and brands) even though I think the service is still rather expensive.
Len Ellis presents today on ClickZ an introduction to wireless marketing. Since mobile phones are getting popular and popular in the USA it’s time for the American marketer to start considering this powerful but tangled device. Wireless marketing can prove very effective both for declaring a brand victory or defeat. That’s why, as Ellis points out, every campaign needs to be guided by or collecting personal information face the same hurdles:Permission: Consent to give personal information Privacy: Protection of personal information Relevance: Personalization and appropriateness Value: Receipt of some tangible benefit
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