It’s the flavour of the month, the buzz phrase of the embattled marketer, “let’s go mobile!” As a stand-alone media it’s a mistake to think like this …and I own a mobile proximity marketing company. Marketers and agencies need to really understand that mobile is a growing part of the marketing tool box not a ‘cure all’. Mobile solutions are primarily a pull media and is a critical consumer touch-point. It needs to be added to the traditional push media platforms to really come to life and deliver tangible results based on ROI. Successful examples of campaigns are not run as mobile media stand-alones but as an always-on, integrated cross-media mix. Mobile is the interactive pull media that helps brand clients have dialogue with their consumers and connect in a real-time, relevant and rewarding manner that has always been illusive to the traditional mix. The mobile user consumes in a quick-snack, impulse manner, which makes it is an ideal environment to opt-in to accepting alerts, vouchers, promotions and store offers. Because these offers are consumed on the run, the mobile user is often ideally positioned to act on the brand call-to-action that leads to a purchase. Mobile is not about impression-based advertising but must extend beyond-the-click activation and bridge to the point-of-sale, venue-entry, exhibition stand or event. The brand misses half the mobile ecosystem if they do not explore passed the mobile display Ad. Mobile for the consumer is all about “what’s next?” and should never leave them with a, “is that it?” experience.
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