Mobile Marketing, regardless of the Recession

Is anybody in the mood for an article about the recession? I bet you aren’t. And you can just imagine how excited I am to be writing it. Ironically, I pretty much have a free editorial reign, which subsequently suggests I am not obliged to even mention the recession here. But I’m going to, not because I want to, but simply to annoy anyone willing to venture past this paragraph.
It’s a simple test. I think those pushing through the inevitable bore that this article may well turn out to be are either desperate for answers in these trying times, or at least willing to keep an open mind. Let’s dig in then, shall we?
A smart man, evidently, some Vice President of Marketing at some mobile oriented company in the US, Mr. Jim Shilale, released an article on Friday (21st) addressing why advertisers should turn to mobile even during an economic slowdown. While marketing budgets are fed to the shredder, his article highlights key factors on why mobile marketing remains one of the pertinent channels to engage in.
Another smart guy, Michael something, bulleted three of the factors that are essential in your mobile marketing campaigns:
1. Combine the campaign with other channels. [I couldn’t agree more, but then I’ve been saying this for while now.]2. Make it simple and focus on the consumer experience. [Another valid point. Ironically, I’ve been known to mention this in the past as well. ]3. Offer an incentive or benefit for the consumer. [Low and behold…what do you know? There are even records of this in my archives too. ]
If you’ve managed to make it this far in the article, and have found a way to excuse my arrogance and cockiness, you would be well worth wondering why mobile marketing would be especially effective during the recession, given that Mr. Shilale’s 3 points have been covered ages ago, long before recession was even an acknowledged buzzword. The answer is that it won’t. It won’t be any more effective, and it won’t be any less. Mobile marketing simply is the best marketing channel to be used in conjunction with any other media format.
I wasn’t lying when I said that Mr. Shilale is a smart man. If you can manage to get your hands on a copy of his article, I suggest you do so. If you’re in a hurry though, and you trust me, then I’ll let you in on my 4 personal reasons why it’s critical for any business to complement their marketing strategy (prior, during and after the recession) with mobile campaigning.
1. Mobile marketing is not experimental. South Africa boasts with a 90% mobile penetration rate, one of the highest in the world. Not convinced yet? Move to point #2.2. It provides instant gratification. There’s something rather appealing about making a purchase, receiving additional information or even entering a competition without lifting a butt cheek off my couch.3. Despite economic turmoil, people simply won’t stop reading text messages, watching television, listening to the radio and reading newspapers and magazines. They won’t stop wanting and they won’t stop needing. If you can create a want or fulfill a need and combine it with instant gratification, you’re golden.4. If Barack Obama does it, then so should you.

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