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Industry DD: Mobile is another direct medium but the rules are different

by Charles Ping Brand Republic 31 Oct 2006

http://www.brandrepublic.com/bulletins/digital/article/601517/mobile-direct-medium-rules-different/


Mobile marketing is becoming an increasingly important part of the marketing mix and to achieve standout marketers need to be up to speed on the medium and its capability to engage, writes Charles Ping, chairman of the Direct Marketing Association.

Media and marketing techniques tend to reflect both the technologies available and the public mores of their time. This means that we see media and marketing usage changing over time.

If we identify the last quarter of the 20th century in direct marketing terms as a "direct mail" phase, then perhaps we can project the first quarter of the 21st century as a "mobile" phase.

One large attraction of direct mail was its universality -- every household has a letterbox. But we know that it's getting harder to be allowed through that letterbox.

The terms on which consumers are willing to engage with brands are now being driven by the consumers themselves. This is a significant and enduring shift.

If we have to work harder and spend more money to get a relationship with the consumer it's beholden on all direct marketers to engage in all the ways that the consumer wants.

It could be said that mobile is the new universal medium. However, this time the rules are very different and direct marketers are in a new environment needing additional skills. These involve the familiar direct marketing skills that meld technology, creativity and data to bring a proposition together.

Brands that take the time now to understand how to use mobile to develop their businesses will gain ground that their competitors will find it hard to claw back.

Charles Ping will be speaking at the DMA Effective Mobile Marketing seminar on Thursday November 16 at The Magic Circle, London. The seminar, featuring expert speakers from O2, Vodafone and Piczo, will provide insight into how to use the mobile medium effectively in campaigns and as part of a long term CRM strategy.

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