| INFORMATION |
| Published : |
Oct 22, 2008 |
| Length : |
6 |
| Type : |
Presentation |
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| Overview : |
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Millions of handsets are sold around the world daily. Handsets are by far the preferred platform of communication there is. People spend more time using their mobile phones than any other device or gadget, and they pay special attention to everything stored in those handsets. In a few words: If brands want to have a presence in their consumers’ environment, and if they want their message to be heard and seen, then they imperatively need to put some value content on users mobile phones. Mobile marketing is typically understood as SMS Marketing, which is managed from a distant point and it impacts the user at random times. Marketing in general is moving towards Proximity and, soon to come, Super Proximity (NFC, etc). Within Proximity Marketing the only way to get onto the user’s handset is through Mobile Proximity Marketing. In this type of marketing any kind of multimedia promotional content moves directly from a Mobile Proximity Point onto the user’s handset in proximity (nowadays, the most common channel used is Bluetooth). This allows for the brand to impact the consumer when and where she is more open to brand stimuli and commercial action: at the time of consumption…..and not when the user is taking a shower, having dinner, walking the dog, and having an argument with the wife. Mobile Proximity Marketing is free to the user, non expensive for the brand or the agency, non intrusive (an invitation is always sent, and if not accepted, the invitation disappears from the user’s mobile phone), and users appreciate the value promotional content being offered at the right moment. |
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