How are you? We’re winding down to the end of
this short course. But we still need to go over
a few things.
Today we are going to jump right into how you can take your viral
marketing campaign mobile.
Mobile devices, mobile phones and PDA’s 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 very idea of unwanted advertising streaming through our
Blackberries is annoying. 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. “WANT” is the key word here.
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 calls them out in other media
like e-mail campaigns, newsletters, 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. Last year, 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 of two business
objectives drives successful mobile experiences: 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
for engagement. Consumers already bypass their filters for highly
useful or entertaining content and will do so for rich exclusive,
compelling content.
I hope today’s lesson was helpful to you.
Don’t forget to check your mail tomorrow we will be talking about
“Folksonomies” (tagging) as a viral marketing tool.
