In 2008 I’ll continue my series of blogs on best practice for mobile and SMS marketing.
In 2007:
- I commented on the importance of understanding the relevant regulations that govern a mobile marketing campaign,
- stated the importance of having a clear focus for your mobile campaign and making it relevant to your audience,
- and advised that in my opinion, it was important to integrate mobile fully into a campaign and that in most cases it could not stand up as an advertising medium in its own right.
This year I want to start with commenting on how important it is to keep up to date with the pace of technology. I am a strong believer in what I call leading edge technology, not bleeding edge technology (that is technology that may be new but has been tried, tested and has a sufficient enough audience to make it worthwhile).
However the Mobile World moves quickly and yesterdays bleeding edge technology becomes today’s leading edge technology. There is increased convergence onto mobile devices with many phones now supporting an internet browser and video capabilities. Whilst these technologies are yet to become as popular as SMS, they are no longer niche. This was recently highlighted when brand giant Kellogg’s asked us to build their first ever WAP site for their current ‘Zoo’ promotion. Whether you work for a brand or an agency, stay up to date with mobile technology and you won’t get left behind by your competitors.