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 expert in everything, our air and water, our e-mail and our pop-ups, and our Mobile Devices as well. 

We are really good at filtering! The very idea of unwanted advertising streaming through our Mobile Devices is abhorrent. 

Mobile Devices are the ultimate opt-in medium and therefore, a great way for Marketers to connect with Users..... if that's what the Users want.  Here, "WANT" is the keyword. So now, how should Marketers approach the Medium?

There are three main ways to achieve this. They are:

1. Offer 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 call them out in other media like E-mails Campaigns, Newsletters, and Websites, etc. So a Wireless Campaign is most effective when it offers exclusive Content for Wireless Devices.

2. Make it useful and timely. Think about what would be handy and helpful to have on a Mobile Device. For example, Food Network enabled Sprint Customers to 
download shopping lists for their Thanksgiving Dinners. There was a lot of "Sprint-envy" going around among non-sprint Customers.

3. Clearly define Objectives. Usually, one or two Objectives drives successful Mobile experience; incremental revenue of Brand Intimacy. On the intimacy factor, a text message usually takes priority over almost any other form of communication. Why? Because we haven't yet been saturated with Mobile Spam, and this is what causes us to prioritize wireless messaging over voice. 

Mobile marketing has been out there for a while but we Marketers have new territory to explore. Video offers fantastic opportunities too. Consumers already bypass their filters for highly useful or entertaining Content and will do so for rich exclusive, compelling Content.

-------------------------------------------------------------------------------------------------------------------

Feedback Most Welcome: anne@diywealth.info