Viral Marketing Goes Mobile

Viral Marketing Goes Mobile

Mobile devices, mobile phones and PDA’s are one of the last great frontiers of viral advertisement opportunities. However, we have become experts at filtering everything, our air and water, our e-mail and pop-ups, and our mobile devices as well. We are good at filtering.

The very idea of unwanted advertising streaming through our Blackberries is abhorrent. Mobile devices are the ultimate opt-in medium and, therefore, a great way for marketers to connect with users…if that’s what the users want. “WANT” is the key word here. How should marketers approach the medium?

There are three main ways to achieve this. They are:

1.Offer exclusive content. Anyone can offer ring tones. It’s the unique content, such as exclusive mobile images of new brand concepts, that drives interest and calls them out in other media like e-mail campaigns, newsletters, websites, etc. So a wireless campaign is most effective when it offers exclusive content for wireless devices.

2.Make it useful and timely. Think about what would be handy and helpful to have on a mobile device. Last year, for example, Food Network enabled Sprint customers to download shopping lists for their Thanksgiving dinners. There was a lot of “Sprint-envy” going around among non-sprint customers.

3.Clearly define objectives. Usually, one of two business objectives drives successful mobile experiences: incremental revenue of brand intimacy. On the intimacy factor, a text message usually takes priority over almost any other form of communication. Why? Because we haven’t yet been saturated with mobile spam, and this is what causes us to prioritize wireless messaging over voice.

Mobile marketing has been out there for a while but we marketers have new territory to explore. Video offers fantastic opportunities for engagement. Consumers already bypass their filters for highly useful or entertaining content and will do so for rich exclusive, compelling content.

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Mobile Blogging is on the Cutting Edge

Mobile blogging is an exciting phenomenon that is

sweeping the blogosphere. One of the reasons why a lot

of bloggers are attracted to the medium of blogging in

the first place is that they enjoy being able to make

frequent updates and posts that keep all of their visitors

up to speed with current situations. Mobile blogs, or

"moblogs," take this to the extreme by allowing users to

post things literally as they happen. This new wave of

moblogs and mobloggers keep web surfers up to date

with good and bad events of importance as they occur

all over the world, helping to make international

communication faster and more accurate.



Many people feel that the limitations of blogging have a

lot to do with geography. After all, there is only so

current that a blog can be when you need to run home

and boot up in order to update it. However, mobile

blogging marks the beginning of an thrilling new era

when web-based communication can happen

spontaneously from any location. Moblogging devices

mean that there is almost nowhere on the planet that

remains off-limits for bloggers.



Mobile blogging is still in its infancy because the

technology that makes it possible has only recently hit

the global market. The first moblog technology became

available over a decade ago, but it is only the past two

or three years that mobile web devices have become

user-friendly enough to appeal to most consumers. As

camera phones and other mobile technology become

more popular, more and more bloggers are getting away

from their desks and are hitting the streets. Moblogging

is becoming much more widespread that it was even a

few months ago, and mobloggers are quickly attracting

a lot of attention with the blogging community. It is not

yet clear whether moblogs will become the dominant

kinds of blogs in the years to come, but the current

trend seems to imply that moblogs are here to stay.



Mobile devices make it possible to blog from the sites

where current events are unfolding, which is one of the

reasons why mobile blogging has so much thrilling

potential to revolutionize the blogosphere. A moblogger

with a camera phone can post blog entries from, say, the

foot of the podium at a presidential speech, or from the

stands during the final moments of the world series.

This enables bloggers to experience the same real time

thrills that live television coverage provides, but in a

more democratic medium. The combination of mobility

and individual control that moblogging provides

certainly places mobloggers on the cutting edge of

today's communications technology, and it is hard to

imagine that the number and prestige of moblogs will

not continue to grow in the coming years.

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