Procter & Gamble should be kicking itself for not developing a mobile operating system when it had the chance: More people worldwide own mobile phones than toothbrushes. Get ready for a tsunami of mobile marketing and commerce to crash on the shores of retail.
The beauty of mobile devices from a marketing perspective is that you can reach consumers at a more personal level – right in their pockets. The Holy Grail of marketers used to be a home telephone number and address. Direct mail and telemarketing, despite being some of the most hated forms of advertising, are historically effective. Now mobile takes marketers closer to consumers than direct mail ever will.
But mobile isn’t just one marketing channel. It’s several. Think about how you use your smartphone. You use apps, you search the Net, you visit websites. You text friends and family.
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