The Mobile Marketing Chaos Theory at Mobile World Congress

Posted by Bena Roberts on Feb 22, 2009 11:35
Tags: mobile, mobile advertising, mobile marekting, mobile news
I found little ecstasy or excitement sitting in the conference panels at the conference this year. This was not only because of the lack of creativity of the speakers, but also because no one really knew what they were talking about.
Sounds harsh? Good. It is supposed to and hopefully it will help brands and business focus on the message of mobile search, mobile advertising and mobile marketing. Because what we have now is jargon.
People keep spitting out the term mobile advertising as they see a demand and an opportunity in the market. Do they have a core set of products? No.
What I found was the classic “lets find someone to buy this” marketing. What I mean is that I saw lots of meat on new advertising services but when I asked “who is using it?” I was confronted with silence. The plan is to pretend that a strong mobile advertising platform or opportunity is in place and then to get them to pay for development.
To earn the attention of mobile operators you need have more than vapour. Latching on to a new service because of the hype factor is meaningless and unfortunate. But out of the 90 briefings I had – the value was very very hard to find.
So what is this?
This is quite simple it is a Chaos Theory1. Offer everything2. Provide everything3. Promote everything4. Say “yes” to everything5. Air brush keywords such as “advertising, relevancy, marketing, hope and presence” into every third sentence and ……6. ….. fingers crossed you ride the recession with at least one or two deals.
What should have happened?In all honesty. Mobile Advertising is the single biggest opportunity in the market for brands and vendors moving forward. As operators and consumers become cost conscious brand and agencies and mobile marketers should have been focusing on education.
So many people have no idea what the difference is between: CTR, CPM and C2C. It takes one minute to explain what you mean. Not being big headed and by simply guiding potential clients through jargon so that they can succeed in the new media marketing space is the secret recipe of success.

http://bluespotmedia.ning.com/