Mobile phones are changing the face of marketing

From a rather unlikely source, a conversation around mobile phones has sparked a conclusion. There are four mobile phones doing the rounds that are bound to change the face of marketing and branding.
The Apple Iphone 3G, Samsung Omnia, Blackberry Storm and Nokia N96/97 all come standard with touch screen capabilities, wireless networking, RSS reading, 3G connectivity (some even more) and full internet browsing, of course including features like e-mail, Bluetooth and video calling, officially making it the long discussed complete computing alternative.
This goes to show that mobile computing has actually arrived. And this will have a dramatic impact on the thinking around marketing. It’s the “always on, always close by” personal communication device. And if you’re thinking it’s only for the elite businessmen and -women, think again.
Our society, especially the younger generation, lives in a time where their desired location demands connectivity. If you own a coffee shop, you better have a wireless connection, preferably free, because your competitor round the corner has.
If you’re thinking that this generation is not your critical target market, you’ll be in for a surprise too. Today’s youth is tomorrow’s business leaders. And they’re growing up fast. One only needs to browse the internet to find these twenty-somethings, sharing ideas, creating businesses with virtual partners and labeling themselves entrepreneurs. And you’ll find corporate companies foaming by the mouth in anticipation of buying in on these ideas.
Facebook, Twitter, LinkedIn and other social / business communities already have mobile platforms, all of them shortcuts on my phone, and guaranteed on most of my peers’. When I require ideas, resources or opinions, you’d better know that I’m not waiting for my laptop to fire up or until I’m at the office tomorrow morning. I want it now. And I can have it now.
So, whether you’re a product or service provider, have you paid thought to how the dynamics around your target audience have (have, not will) changed? Have you figured out a way to address your market in a manner that is non-obtrusive, permission based and in actual fact welcomed by them?
If you’re firing off push sms campaigns to random databases, you haven’t. Trust me. Smart companies have built mobile applications bridging the brand gap between desktop and mobile computing and extended their brand reach. I buy my electricity with my phone. I read my daily news on my phone whenever I feel like it.
If your cash register is not ticking over at your brick and mortar store, just pop onto the internet and check out your competitor’s website. His newfound transparent ways of doing business will reveal his successes since integrating with web and mobile.
Mobile marketing has opened up the doors to limitless branding and marketing opportunities. It is somewhat trickier, but once you get it, you will reap the rewards.
Mobile is the new black. And as it is in the fashion industry, it’s not why you wear it, but that you wear it.

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