Opinions Wireless

Mobile is the New Black

Posted by Marla Schimke on January 17th, 2012 at 3:43 pm

Remember the time when cell phones didn’t exist? Or when car phones were the size of fax machines or laser printers?  How about when the only purpose a mobile phone served was to make and receive calls or play snake? The industry has come a long way from the first adoption of mobile. Mobile hasn’t just revolutionized a communication industry; it’s revolutionizing the advertising industry as well. In fact, Gartner predicts that mobile advertising will be a $20.6 billion market by 2015.

As the majority of our customers are spending time glued to their handheld devices, we continually have to find new and exciting  ways to engage with them. Long gone are the times when effective marketing simply included billboards, print ads, banners and TV spots. In the new era of mobility, brands have to find alternate ways to communicate, connect with and engage customers.

We all know that brand loyalty is emotional. Consumers who stick with one brand over another have a connection with that brand. There are distinct rivalries between Coke and Pepsi, McDonalds and Burger King, Nike and Adidas and of course Apple and everyone else. In an increasingly connected world, how do brands sufficiently and emotionally engage with consumers?

The secret sauce of successful mobile advertising is finding the right mix of engagement, interaction and creating mobile campaigns that are so powerful, they blur the lines between content and advertising. The most successful campaigns I’ve come across don’t look or feel like ads, they’re experiences. These experiences develop unique conversations with consumers that gain both market and mind share among people who crave content for their connected lifestyles.  From 3D spinners to social media interaction, we must consider how our mobile strategy is integrated into all marketing activity.

It’s no longer a matter of deciding if your brand should have a mobile strategy, but how you plan to build the best experience for your consumer. While mobile continues to revolutionize the communication era, I can’t wait to see what else it can do for advertising.

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