Neoco

On Wednesday I attended my second Digital Lounge event at the Adam Street Private member’s club. This month’s speaker was Andrew Grill (of London-Calling blog fame) who presented on Mobile Advertising. Andrew certainly raised some interesting points that allowed discussion to flow as freely as the drinks! Central to his presentation was the theme that mobile is fundamentally different from any other media and requires a rethink (see his presentation on his blog here). Despite the title of the evening’s topic it became clear that, in order to be successful, marketing on mobile cannot be seen as “advertising” but must instead be led by the personal and functional attributes of a mobile device.

Andrew argued that the age of mobile has already begun and it is now the industry’s responsibility to cash in on the saturation of devices and make the use of mobile marketing easy. For my part I think it is legitimate to consider 2009 the year of mobile for two reasons. Firstly, I believe that technology and lifestyle have only just got to the point at which mobile devices can legitimately be seen as media platforms (as well as devices) – here I mean for the average mobile user, who is not a technology follower but who relies on mobile communication. The second development, ushered in by the iPhone, is the fact that technologically advanced mobile devices are no longer the reserve of business users. On an individual level mobile marketing is about specific, targeted, personal, marketing content, however, it is not until now that enough consumers in enough target groups have enough potential in their mobile devices for most brands to get on board.

What makes a good mobile campaign, however, is still up for debate. Today a simple example reminded me of where the general state of play currently is. I take great interest in advertising on the tube and how different media are being used, so I make a point of noting down anything that stands out (this is rare unfortunately). Today I took note of an Action Aid poster within the carriage urging commuters to look up from their books, down their crosswords, and do something meaningful with their time on the train. The message was ‘act now’ – make a difference on impulse – do something worthwhile with this lost time on your commute. It was the use of text message short code that made this message possible. Potentially a great use of mobiles to get people engaged as soon as they see the advertising. Unfortunately this poster appeared on the a Victoria line tube train which wikipedia confirms “is the only line on the Underground, except for the two-stop Waterloo & City line, where the entire line is operated underground.” So good luck responding to that call to arms!

It's called that for a reason

At Neoco we’re excited to be getting involved with mobile marketing that works with both the immediacy of engaging on a personal portable device as well as the new way this can incorporate the brand message into consumers’ lives. The key is understanding exactly how mobile fits into people’s lives (it cannot be seen as a broadcast medium?!) and viewing it as a space that will only tolerate being filled by useful content. At Neoco we’re lucky enough to be developing iPhone applications at the moment and there’s nothing more exciting than making ‘marketing’ that you can’t wait to actually use yourself. The way I understand it a mobile device is like someone’s home page and it requires trust and permission to become a part of that.

Tags  Action Aid adversiting Andrew Grill broadcast commuting Digital Lounge impulse iPhone London Underground London-calling media platforms mobile mobile marketing mobile phones mobile technology portable poster short code the tube Victoria line