Bena Roberts gomonews - guest writing about Mobile Relations
20081127 in News by Anders BørdeThe MMA anticipates the mobile channel to become not the third screen, but the first screen in the coming years. With over 3.4 billion handsets worldwide, compared to only 1 billion PCs, mobile is set to be the primary communication channel between brands and their consumers world-wide. We believe that mobile advertising provides a means to target the consumer in a dialogue of engagement and interaction, one driven by consumer participation, and will provide the consumer with access to more relevant information, a broader catalogue and tighter affinity with the brand.
Laura Marriott President MMA Global
Entertainment services are vital for driving the mobile community. Mobile Advertising is emerging as the favourite way in which to make money from these community services. In 2008 we have seen mobile advertising and marketing start to realise its commercial potential.
This commercial potential will give rise to a number of ambitious new marketing services, campaigns and media strategies. The motivation for operators, publishers and brands will be to embrace the challenge of the mobile dynamic and to master it.
Indeed, rich mobile marketing campaigns have already been realised in the UK with Pepsi or the US with Ralph Lauren. These creative campaigns are showcasing the way for the rest of Europe and the world to embrace a new era in mobile marketing where mobile isn’t the seventh or the fourth medium - but the first media for targeting segments such as youth.
However, while some companies are becoming more savvy in channelling mobile - there is still a long way to go. Education is the backbone of mobile marketing but stronger campaigns that trigger memories and emotions similar to long standing TV adverts from the Sunsilk lady, Shake & Vac or the Diet Coke Man are yet to come.
In order to sustain a pure mobile environment new targeting strategies and innovation from the bottom up need to be realised. These include personalisation of all mobile marketing campaigns to specific audiences; variations of own and agency branding to ensure clever mobile advertising is created and greater consumer understanding for the mobile Internet and its services in order to drive the eyeballs and the inventory into this dynamic sector.
With the creation of More Mobile Relations and the creation of new website powered with impact; savvy changes are already being made to embrace mobile marketing’s huge potential. As we watch this space eagerly, we are in no doubt that More Mobile Relations will pionner in making mobile marketing sticker.
Bena Roberts Founder GoMo News and President visibility mobile.
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