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Three Basic Strategies For Mobile Website Marketing
Mobile devices, mobile phones and PDA's are one of the last great frontiers of viral advertisement opportunities. However, we are now skilled at filtering every thing, our air and water, our e-mail and pop-ups, and our mobile devices likewise. We are decent at filtering.
The very idea of unwanted mobile marketing and mobile advertising streaming through mobile website marketing on our Blackberries is frustrating. Mobile phones are the best opt-in medium and, therefore, a great opportunity for marketers to interact with users - if that's what the users want. "WANT" is the key word here. How will ideally marketers approach the medium? There are 3 best ways to achieve this. They are:
1. Offer unique material. Anyone can offer ring tones. It's the unique content, such as wonderful mobile images of new brand ideas, that makes interest and calls them out in other media like e-mail campaigns, newsletters, websites, etc. So a wireless campaign is most powerful when it provides exclusive content for wireless devices.
2. Make it helpful and suitable. Consider what would be handy and helpful to have on a mobile device. Last year, for example, Food Network allowed Sprint users to download shopping lists for their Thanksgiving dinners. There was a lot of "Sprint-envy" going around among non-sprint customers.
3. Clearly define plans. Generally, one of two business plans drives successful mobile experiences: incremental revenue of brand intimacy. On the intimacy issue, a text message often takes priority over almost any other form of communication. Why? Because we haven't yet been saturated with mobile spam, and this is what leads to us to focus on wireless messaging over voice.
Mobile marketing has been on the market for a while but we marketers have new territory to find out. Video provides fantastic opportunities for engagement. Consumers already bypass their filters for really useful or unique content and will do so for rich exclusive, convincing content.
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