Go Mobile Marketing Takes to the Wireless Web
"Any of the providers will have sponsorship opportunities," says Karim Sanjabi, executive vice president of creative and technology for the agency Carat Interactive.
"Another way is to build content for the PDA," continues Sanjabi. For instance, his agency developed an interactive map of Middle Earth for the film "The Lord of The Rings."
PDAs that are wirelessly connected to the Internet—e.g., smart phone offerings such as Handspring's Treo series or suddenly ubiquitous Blackberry devices that merge mobile phone and PDA technology—have the potential to change the very fabric of electronic marketing.
"I just picked up a [smart phone], and it fundamentally changes the way people are connected," explains Sanjabi. "I caught myself, while watching a movie, checking my business e-mail. … This is the kind of technology that once a user has it, they can't be without it."
Look for this technology to further complicate e-mail marketing.
"If I have an e-mail address at carat.com," says Sanjabi, "a marketer has no idea where I'm going to be looking at that."
As this always-on e-mail capability approaches critical mass, it will force e-mail marketers—especially those in the B-to-B space—to consider a message's readability on a smaller PDA screen, and to emphasize the offer quickly and succinctly.
Location, Location, Location
On the horizon is a tricky thing called location-based marketing. Location-based campaigns do occur today (such as opt-in SMS campaigns at sporting events or malls). But the technology exists to send messaging solely based on a mobile device's location. The premise—using location detection to deliver acutely appropriate messaging—is as salivatingly lucrative as it is potentially disastrous.
Imagine delivering a coupon to the mobile device of a person strolling past a retail location or driving past a restaurant. Handled delicately, this could be a powerful technology.
"What you're trying to do [with this technology] is determine someone's location, using a GPS coordination