Reasons for Mobile in the Marketing Mix

Considering adding Mobile to your marketing mix for 09?

While mainstream US firms have begun to use the mobile marketing medium, there is still a tremendous opportunity in the space overall for connecting with people in new and meaningful ways. Mobile can leverage other mainstream media (specifically online marketing) as well as traditional media (print, TV, radio, billboards). I've seen some great applications with mobile being used for delivery and the web acting as the redemption point or mobile applications that are all inclusive (the Obama iPhone application features capabilities like - call your friends which utilizes your contact list, gives you event updates, and allows you to donate - to name a few. And it works on the iTouch as well.)

While mobile may be less trusted than celebrity endorsements, there is no questioning the intrusiveness. Imagine being able to connect directly to users that have already opted in at any time of the day and even parts of the night (depending on the demographic) - especially given the fact that people live with their phone within easy reach.

Mobile offers low cost, a large audience, and the ability to target. And the future has more to offer - interactive voice response and WAP enabled portals for dishing out content, and SMS communities.

Regardless of the approach, mobile needs to be a part of the overall marketing mix. It offers all these advantages - and the benefit of being first in your space to adopt this technology-based marketing medium. My recommendation is to include mobile in your marketing mix for 2009.

- Duncan Alney Facebook | Twitter | Naymz