Go Mobile Marketing Takes to the Wireless Web
Since the two demographics that are most unplugged are teens/pre-teens and VP- and C-level business executives, the applications for this technology are diverse—from textbook CRM functions to gaming.
A look at m-Qube's product offerings reveals the following basic categories:
> Interactive television—incorporating a mobile device as a response channel with on-air programming.
> Instant mobile offers—delivery of coupons and offers via SMS to drive retail traffic.
> CRM and subscriber lifecycle—delivery of messaging such as service reminders that add value and increase loyalty.
> Mobile alerts and marketing—using messaging to alert customers about time-sensitive events, such as prescription refills and flight times, as well as to build product loyalty and awareness.
> Live events—using an event, such as a concert or sporting event (where attendees vote for a favorite song or player), to interact with consumers.
These are endeavors that certainly can be undertaken via other channels. But the mobile medium makes them extremely powerful. "It's a great way to maintain a connection to a person who's not tethered to a box at home," explains Troiano. However, it's vital you "give people something of value," he continues. "There needs to be something more than just an appeal."
Consider offering product or service enhancements, contests, games, and discounts.
You're in Good Palms
The personal digital assistant (PDA) is another medium in the burgeoning mobile marketplace. PDAs, or palmtop computers, are available with or without wireless Internet connectivity, and both versions have their marketing advantages.
PDAs that are not connected wirelessly to the Internet are periodically "synced" with computers. During this process, users can have predetermined Internet content pushed to the device through programs such as Vindigo and AvantGo. Also, publications including The New York Times and satire newspaper The Onion make PDA versions of their content available for download.