Viral Marketing Goes Mobile
Mobile devices, mobile phones and PDAs are one of the last great frontiers of viral advertisement opportunities. However, we have become experts at filtering everything, our air and water, our e-mail and pop-ups, and our mobile devices as well. We are good at filtering.
The idea of unwanted advertising streaming through our Blackberries is abhorrent. Mobile devices are the ultimate opt-in to connect central and therefore a good opportunity for advertisers to the users … if that's what the users want. "WANT" is the key word here. How marketers should work with the media?
There are three ways to achieve this. They are:
First Range of exclusive content. Anyone can offer ring tones. It's the unique content such as exclusive mobile images of new brand concepts, that drives interest and calls them in other media such as e-mail campaigns, newsletters, websites, etc. So a wireless campaign is most effective when it exclusive content offers for wireless devices.
Second Make it useful and timely. Think about what would be practical and useful to have on a mobile device. Last year, for example, Food Network enabled Sprint customers to download shopping lists for their Thanksgiving dinner. There was a lot of "Sprint-envy" going around among non-sprint customers.
Third To define clear goals. Normally it is one of the two companies successfully targets mobile experiences: incremental revenue of brand intimacy. On the intimacy factor, a text message usually takes precedence over almost every other form of communication. Why? Since we have not yet saturated with mobile spam, and that is what causes us to prioritize wireless messaging over voice.
Mobile marketing has become her there for a while but we marketers have new territory to explore. Video offers fantastic opportunities for engagement. Consumers already bypass their filters for highly useful or entertaining content and will do so for rich exclusive, compelling content.
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