Nordic profiles about Mobile Relations - this week Kristian Bye
20090209 in News by Anders Børde
This week we talk to Kristian Bye, newly appointed as Director of digital communications agency, Apt. Kristian has many years of experience in advertising and business development. He is currently chairman of the Norwegian advertising industry association, Kreativt Forum.
What kind of mobile phone do you have yourself, and what kind of services beyond telephony, SMS, MMS and e-mail do you use your mobile phone for?
I have a Nokia N95 that I use for enjoying photos, video, music, radio, alarm clock, calendar, GPS and web browsing (search, general news, Wikipedia, industry news etc).
How do you assess the mobile phone as a marketing channel?
I believe the mobile phone has considerable potential as a support and response media, together with other marketing channels. One of the mobile phone’s great advantages is its availability – which allows immediate involvement or response.
How will people use their mobile phones in the future? What kind of services will be moved from traditional marketing channels to the mobile phone?
First and foremost, I believe in the mobile phone as the advertisers’ own media channel. Bigger screens and better bandwidth will increase the opportunities for quick data processing and rich media solutions. Many of the new features and experiences the internet offers today will give brand advertisers an extended opportunity to amuse and retain their customers. Additionally, I believe a number of dialogue and information services will be migrated from mail and e-mail to the mobile phone.
How can mobile marketing get its breakthrough in Norway, and what should More Mobile Relations do in order to take the lead in this development?
Proof, proof, proof – and enthusiasm. Nothing sells the effect of a concept or media better than well-documented cases. More Mobile Relations should work closely with the most prominent advertisers and consulting communities in the Nordic region to demonstrate the mobile phone’s potential within a number of business and other opportunity areas. They will also have to be open to learning by failing.
What makes a mobile marketing campaign successful, and what kind of products and services can benefit from using the mobile phone as a marketing channel?
First, it is all about interest and response. Then, the perceived value of benefit or amusement. It is hard to tell which business areas or companies will make best use of the mobile phone as a marketing channel. All marketers should have a digital perspective on their communications strategy, and evaluate the mobile phone as one of the elements within this strategy.
What is your best experience with mobile marketing?
About a year ago, I was involved in the development of a call-back campaign for McDonald’s. We created a rescue phone for people who were on a date and feared that it might turn into a disaster. At a pre-ordered time they were called by a frantic Polish craftsman (a recording) who reported water damage in their house. This meant that they could either leave the date with a good excuse, or impress the date by staying. A quite old-school solution, but as with all other channels it’s about creating good ideas and solutions based on real customer insight and positive experiences.
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