Mobile Marketing
China Mobile MondayPublished April 30, 2006 at 6:01 am No CommentsChris Reitermann from OgilvyOne explained how advertisers have a role to play in educating companies and mobile operators with the new media. Providing examples from Japan, he also forecasted how the introduction of technologies enabling rich media, like Flash, are going to boost dramatically the impact of mobile as a new one-to-one CRM and marketing tool.KongZhong has been known as the market leader in WAP, and has now a team dedicated to mobile advertising. Li Tang introduced the strategy envisioned by KongZhong and provided insights on why mobile phones are poised to become an extremely successful advertising media.
Last, Stephane Vidaillet from Puca China gave concrete examples on how mobile marketing campaigns are not only very affordable but can trigger real sales and dramatically improve business results. He also emphasized how the constitution of an association modeled on the existing Western one could help show the fundamental difference between opt-in marketing and spam, diffuse best practices, and grow the market by raising awareness around the effectiveness of such usage.
We provide hereunder the presentations we got permission to publish:
OgilvyOne – Making mobile advertising work
KongZhong – Mobile advertising
We felt many individuals and companies are still wary of mobile marketing, confusing it with unsollicited spam or “yet another SMS marketing campaign“. Our view on the main takeway ideas of this session would be:
(1) Opt-in / opt-out methods have to be clearly defined for the message to be effective and avoid this confusion with unsollicited spam.
(2) Validating elements such as genre/age/location/type of handset… are all important to target effectively users with message they care about and not upset them.
(3) Mobile marketing is effective not only in triggering sales with an effective use of timing, but also as a long-term CRM tool to enhance customer loyalty.
