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March 16, 2010

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Jim Kostopoulos

There is a lot of good information here... I will have to come back and read it again as I've been up all night working (5 am now)... I will also pick up your book "Mobile as 7th of the Mass Media". As co-founder of Go Local Media I love to see the Mobile Ad Industry explored and reported on... we have moved all our focus & energies into SMS text marketing and are now starting to bear some fruit. This is my first time reading any of your work so just wanted to say great job.

Romain Criton

Hi Tomi, great post, great examples, as usual.
As usual, I beg to differ with your arguments about apps: sure the iPhone accounts for only a tiny fraction of the global, worldwide handsets in circulation, but when you're making a marketing campaign, you're not targetting the 6+ billion people who inhabit the planet, are you ?
No, you're usually targetting a much smaller subset of the global population.
So if in this subset the iPhone (or any other handset) penetration rate is much more significant, then doesn't it make sense to tailor your campaign specifically for this handset ?
Last but not least, I also believe that a great value of apps as marketing material is that they can be perceived as "gifts" to the customer, because when you install an app there's really a feeling of ownership that you don't get if you visit a website or subscribe to receive SMS or MMS.

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well mobile advertising for future can be shifter to only mobile sets and its really very true, i love your post material.

Murat

Saying people should use SMS/MMS/WAP instead of apps is daft.

The best thing to do is to look at the market you want to advertise in, the demographics of your audience, the objectives of the campaign and the best way to execute all of that.

Should you use apps the right boxes are ticked? Yes.
Should you use MMS/SMS/WAP if the right boxes are ticked? Yes

That's how you do good work, use the best tools available based on your needs.

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As usual, I beg to differ with your arguments about apps: sure the iPhone accounts for only a tiny fraction of the global, worldwide handsets in circulation, but when you're making a marketing campaign, you're not targetting the 6+ billion people who inhabit the planet, are you ?
No, you're usually targetting a much smaller subset of the global population.
So if in this subset the iPhone (or any other handset) penetration rate is much more significant, then doesn't it make sense to tailor your campaign specifically for this handset ?

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Tom

Thanks so much for the write-up! Definitely gained some valuable insight into mobile marketing. Couldn't agree more on setting your eyes on SMS, MMS and WAP first to maximize your customer base.

On a sidenote, as bandwidth increases and we can deliver better looking content and client-side functionality in the future, the market for phone apps may eventually dry up. Of course that is just one of many possible scenarios.

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Available for Consulting and Speakerships

  • Available for Consulting & Speaking
    Tomi Ahonen is a bestselling author whose twelve books on mobile have already been referenced in over 100 books by his peers. Rated the most influential expert in mobile by Forbes in December 2011, Tomi speaks regularly at conferences doing about 20 public speakerships annually. With over 250 public speaking engagements, Tomi been seen by a cumulative audience of over 100,000 people on all six inhabited continents. The former Nokia executive has run a consulting practise on digital convergence, interactive media, engagement marketing, high tech and next generation mobile. Tomi is currently based out of Hong Kong but supports Fortune 500 sized companies across the globe. His reference client list includes Axiata, Bank of America, BBC, BNP Paribas, China Mobile, Emap, Ericsson, Google, Hewlett-Packard, HSBC, IBM, Intel, LG, MTS, Nokia, NTT DoCoMo, Ogilvy, Orange, RIM, Sanomamedia, Telenor, TeliaSonera, Three, Tigo, Vodafone, etc. To see his full bio and his books, visit www.tomiahonen.com Tomi Ahonen lectures at Oxford University's short courses on next generation mobile and digital convergence. Follow him on Twitter as @tomiahonen. Tomi also has a Facebook and Linked In page under his own name. He is available for consulting, speaking engagements and as expert witness, please write to tomi (at) tomiahonen (dot) com

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