June 15, 2010 Michael Bickerton
“We are rapidly getting to the point where the single most important medium that people have is their wireless device. It’s with them every single moment of the day. It’s genuinely the convergence box that everyone has been talking about for so many years.” Andrew Robertson. He’s talking about mobile marketing.
Mobile is real, it’s happening and happening now. Every mobile marketing campaign needs to be treated as a viral marketing campaign. Andy Nulman has a program he calls “N.O.W.”.
“N” nearby, customers need to be close and local.
“O” only, a limit to the offer to make it valid.
“W” wow, it must be compelling.
Andy believes that every mobile offer needs to have “N.O.W.”, and that speed and sharing add to the success of any mobile program. I would suggest that this may, in fact, be the requirement for any marketing program.
Coca-Cola Marketing Manager James Eadie, suggests that 50% of the marketing budget will be devoted to mobile marketing in the coming years based on the penetration of handheld devices. As well, the consumers’ affinity for being online twenty-four hours a day seven days a week are contributing factors to mobile marketing.
Michael Bickerton, Raven5 Ltd, June 2010