Is your company prepared for the shift toward mobile communication that’s currently taking place? CW Senior Editor Jessica Burnette-Lemon asked Rohit Dadwal, managing director of the Mobile Marketing Association for Asia Pacific, to share his insights on what exactly makes mobile different and how communication professionals need to be thinking about it.
Jessica Burnette-Lemon: What makes mobile marketing different from other types of marketing?
Rohit Dadwal: Mobile has led to a shift in power between brands and consumers, with most of it landing in the consumer’s lap. On mobile, consumers are the gatekeepers when it comes to which brand messages they receive or interact with—one of the biggest differences as compared with traditional marketing. Therefore, marketers need to learn how to give consumers a reason to “pull” their ads instead of using traditional “push” strategies.
However, marketers should see mobile as an opportunity to close the loop in the path to purchase and not just as another marketing channel. Mobile should be viewed as the connective tissue between media, allowing brands to integrate all their marketing efforts.
Mobile offers marketers supreme targeting options and limitless opportunities for creativity. Most mobile devices are personal (not shared), therefore providing marketers numerous data points that allow the development of rich individual consumer profiles. Information on location and device types makes varied and in-depth targeting possible, and therefore mobile a strong tool for marketers to accomplish their goals.
JBL: What are the top trends in mobile marketing developing today that communication professionals need to be aware of?
RD: The mobile marketing space is extremely dynamic and I think that marketers need to continually test new technologies and processes.
One of the biggest trends developing today is the growth of new devices,...
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