Mobile marketing is just not cricket

Cricket is a complicated game, or so we’re told. Many men will concur that the agony of having a wife or a girlfriend sit through a cricket match is almost worse than the fight on a weekend about why you simply cannot commit to any extramural activities with her.
Trying to explain the seemingly simple concept behind the three ways of scoring runs off the bat, the no balls, wide balls, bouncers, yorkers, off spinners, leg spinners, googlys, doosras, off cutters, leg cutters, seamers, inswingers, short of a length, full tosses, slower balls, out swingers and reverse swingers and…are you still paying attention honey? Of course, most of these deliveries also have some sort of variety.
You’ve not only lost her attention, you’ve also lost your patience and she lost her temper. I believe no cricket match can ever be fun with women in close vicinity. Until this past weekend, that is. I didn’t watch cricket though, I went camping. (Which I don’t enjoy doing, by the way)
While we were busy preparing our breakfast on one of those gas thingies with the black pan thingy, one of my friends dropped an egg. Quick as a flash I moved to my right and pulled off the most sensational catch of the day, much to the delight of the immediate crowd. (Mostly women of course)
Without skipping a beat, my friend remarked: “Catches win matches!”
And there it was. Cricket, one of the most complicated sports known to mankind, explained in its simplest form.
I’ll be very careful before I start comparing businesses to women for fear of either being labeled a chauvinist pig or worse, an idiot, but the resemblance between the general cricket knowledge of women and the average business’ knowledge of technology is rather apparent.
Business decision-makers ask for simplicity, marketers think the amount of technological jargon they use reflect their IQ’s, where in fact it achieves quite the opposite. A marketer worth his or her salt is one that comprehends the decision-maker’s understanding of technology, the objective of the marketing campaign and has the ability to employ the simplest method to achieve the optimum goal.
Mobile marketing can be a confusing nut to crack. Especially when digital marketing specialists and mobile communication gurus get there heads around an idea. You can almost bet your bottom dollar Bluetooth will come into play, a Mobi site for extended brand presence will be thrown into the equation, applications built around new models of phones, mobile social networking platforms and location based services are among the more popular terms used.
If you’re a key decision-maker, the one with the million dollar sign-off signature, and you understood the above paragraph, I’m happy to say that you’re one of the elite few. For the rest of you, think about mobile marketing as another way of chatting to potential clients.
You have a message; you have their numbers; send it to them. Rinse and repeat. Technology in marketing is confusing and scares a lot of people. However, with the new millennium came vast technological prodigies and they carry with them the power to change.
You as business decision-maker unfortunately have no option but to adapt or die. If you’re overwhelmed with the idea of mobile marketing, maybe it’s time to change your marketing agency.

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