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Chris­tine Her­ron at christine.net has a nice round up of the top 10 mobile mar­ket­ing cam­paigns as pre­sented at the recent Mobile Mar­ket­ing Forum. She also out­lines the key fac­tors for a suc­cess­ful cam­paign. Worth a read.
Mobile mar­ket­ing is still in its rel­a­tive infancy. It’ll be inter­est­ing to see how con­sumers react over time to the dif­fer­ent options on offer. The more tra­di­tional text-to-win approaches are rel­a­tively safe, it’s the consumer’s choice after all. But when we get into areas such as blue­jack­ing and friend-call-a-friend tech­niques, accep­tance will vary wildly from coun­try to coun­try as dif­fer­ent cul­tures view pri­vacy in very dif­fer­ent ways.

The trick will be to truly engage the audi­ence and not sim­ply apply direct mar­ket­ing or broad­cast approaches to mobile. Per­son­ally, I believe mobile mar­ket­ing should be part of a big­ger inte­grated pic­ture – that’s why I like the Amer­i­can Express Wim­ble­don Spon­sor­ship as there was a wide range of other activ­ity feed­ing in to the cam­paign. Whereas the have-your-vote approaches such as the Dove cam­paign feel a lit­tle shal­low as a vehi­cle (although maybe there was more to it).

It will also be inter­est­ing to see what hap­pens as we get greater band­width, the avail­abil­ity of ever richer media and the inte­gra­tion of tech­nolo­gies such as GPS into devices. Inter­est­ing times.

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