Everybody has one. You’d never think of leaving home without it. And when you’re without it, you feel anxious, incomplete, like a part of you is missing. And yet as marketers, we largely shun it or in the best case relegate it to the “emerging media” group or the “experimental channel” budget.
What is this love hate relationship we have with mobile phones?
My colleague Thom Kennon gave a thought-provoking presentation yesterday about the role of mobile marketing. He argues that a mobile should be the center of a marketing plan, not simply thought of as another touch point.
When you think of it, mobile isn’t just a channel, it’s the glue that can tie all your channels together. Wherever your message is, a mobile device is nearby -- driving past the highway billboard, watching TV at home, reading the newspaper at work, the shelf-talker in the store and anywhere there's Internet access.
His challenge to us and mine to you – start your next campaign plan with mobile and see where it takes you.
I agree with Thom. Now that the smart phone is mainstream and more accessible than computers we should be thinking about how to create so that the phone can act as social computing platform.
Today most marketers are looking at it as a place to push your messaging. The phone as the new on demand remote control.
Its not enough to create an ad for the phone - our clients need us to create content that is engaging and entertaining while and driving results.
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