Although marketers and technology watchers alike are still abuzz about mobile marketing, is there a real opportunity for ROI? Today, many marketers are asking: How large a role mobile should play in the media mix? What marketing goals can mobile realistically achieve? Should mobile marketing only target 18 to 34 year olds? Is cellphone spam a problem? How are advertisers and marketers addressing this issue? What new creative ideas are being developed?
To provide guidance, the Mobile Marketing Association has decided to form two working groups aimed at making marketing more efficient and profitable. The Best Practices group is establishing guidelines for delivering an effective marketing campaign via SMS, MMS, wireless Web and PDA. The Metrics Committee is establishing cross-media ROI measurement guidelines that provide an accurate picture for advertisers, brands and carriers. Committee vice chair Irene Waldman of Visa U.S.A. said, "Mobile marketing could be the most effective and personal advertising medium available to brands, and having a universal set of established metrics will give brands the proper tools to measure the medium's potential for outstanding return-on-investment."
Today's panelists, the nation's leading mobile marketing experts, are also helping to solve industry issues. Moderator John Hadl, Quigley-Simpson Interactive's managing director, will ask panelists to dispell the misconceptions about mobile's capabilities and discuss how it can successfully acquire and retain customers. The panel will also explore what strategies are best for particular market segments. Additionally, each panelist will share the most innovative campaign they've developed in the past six months.
Note: Our podcast theme was written by Derek K. Miller. Visit him online at penmachine.com.