Mobile marketing powerhouses just took the state at IMS11. And they’ve frankly changed my mind about mobile marketing. Now, in all honesty, I’m a bit of a crank when it comes to marketing messages and my cell phone. I appreciate a well designed mobile site and have made plenty of buying decisions from my phone. But I really don’t have the vocabulary to adequately express my hatred of promotional text messages.
The panelists included:
My personal feelings aside, the stats are dang compelling. Here are a few gleaned from the discussion:
Some things to keep in mind:
Mobile users respond to and use content differently. You need to have click-to-call numbers, content that renders on the 4” screen, use action codes in prints, signs, etc. People will readily use the codes to enter contests, get samples, etc.
The opportunity to convert on mobile devices is fleeting. You need more than a “like.” Users need directional data – a map, a coupon. Example: Kendall Jackson wine. Necktags have QR codes, SMS and a URL. If someone inBostonscans the code, they get a regionally appropriate pairing & recipe (chowder & chardonnay) vs what someone inHoustonwould see (bbq).
Some other good advice from the panel: