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Commit To Mobile Instead Of ‘Testing’

Posted by TeamITI on January 14, 2010

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Do you have a mobile strategy, or are you just winging it?

Participating in the mobile landscape is like any relationship: to be effective, you have to know what you want going into it. You have to be willing to commit and to compromise in order to have success.

Mobile is growing in importance; the recent acquisitions by Google and Apple of mobile ad networks, as well as the recent announcement of the Google Nexus One, demonstrates that fact. The problem is that too many people come at it from the wrong perspective. Mobile is first and foremost a communications vehicle, and the smart marketers are the ones that are using it in that way. Mobile is built on apps and ads, but all these do is provide an easier means of expanding the communication between a brand and the consumer.

Mobile should be used as a support and extension vehicle for other media campaigns by embracing that communications role.

It is not something to be planned in a vacuum, because it doesn’t perform well as a stand-alone effort. The ads in the mobile space are too small and un-engaging, and the applications that some companies develop are always an extension of an application from somewhere else. Customer service apps are an extension of traditional customer service. Mobile Web sites are a repurposing of existing content. No brand would begin with the mobile platform as its primary means of interacting with the consumer, because the reach and the experience are too limited. Mobile is rather a medium that is well used for continuing a conversation that was started somewhere else.

Mobile is a means of extending the conversation and going beyond the browser, the printed page or the television commercial. By integrating a mobile component for follow-up, you can provide a measurement element for other campaigns. Text messaging can be used for additional information. Mobile search can be used to get information on the fly. Location-based services can provide similar efforts.

To do mobile right, you need to be proactive and plan out the goals for your campaign, and you need to integrate it into your entire effort.

Don’t plan mobile as a “test” buy in your media plan, because it will be just like “testing” a relationship. If you don’t commit to a relationship, it can’t work. You can build a beautiful application but if you don’t promote it and integrate it into your overall effort, it will fail.

If you’re going to commit to a mobile integration in your efforts, be willing to compromise. You have to work within the parameters of where the industry is now, not plan for where it will be in a year. Your audience may not be at the forefront of technology yet — not ready for apps as advanced as you may want to try — but you have to respect them where they are (plus the industry changes so rapidly that you may not be correct on your bets). So reach out to your audience, get them interested, and then take them where you want to go.

This article was written by Cory Treffiletti on MediaPost Blogs. Read the original article here.

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