Davide Di Cillo

Some people really doesn’t get it

November 13th, 2008
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Last friday I went to a networking event and I met this lady who has a mobile marketing company.
When we start talking I was really interested in her opinion about mobile marketing because lately I’m dealing with several mobile projects, but after 2 minutes I understood she really didn’t get it.
For her company “mobile marketing” really means “text messages marketing”. They are missing it big time. Who cares about those impersonal text messages we receive once in a while about special offers?

I think companies should seriously start considering to tap those 35 millions iPhone users in the US, plus all the millions of people that already have different type of smartphones. Mobile marketing should be more about interaction and customer engagement, forget about cold text messages.

There are tons of possibilities with all these new mobile OS. Just think to a simple game where your product or your services are the main focus. Are you marketing some sort of soda? Just make a small app where the user can see drink recipes and maybe “mix” the ingredients right in the phone creating an iBeer effect. I guarantee you people will download it, people will use it and people will share it.

Do you get it now?

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  • http://RyanParsley.com Ryan Parsley

    I think the problem is: clearly presented worthless metrics appeal to some customers. For instance, with the texting company you mention, it is easy to get a phone list (they just buy them), and it is easy to blast a templated message. If they know 1% of recipients will (even if only accidentally) click the link, they have an easy to calculate quantity of impressions to sell.

    As long as the cost of messaging plus the cost of the list is less than the price they can sell hits for, people are going to do it. Even if it is snake oil, they can sell ‘x’ hits by annoying 100x people.

    It does little good to try to convince these businesses. The solution lies, IMHO, in informed consumers.

  • http://RyanParsley.com Ryan Parsley

    I think the problem is: clearly presented worthless metrics appeal to some customers. For instance, with the texting company you mention, it is easy to get a phone list (they just buy them), and it is easy to blast a templated message. If they know 1% of recipients will (even if only accidentally) click the link, they have an easy to calculate quantity of impressions to sell.

    As long as the cost of messaging plus the cost of the list is less than the price they can sell hits for, people are going to do it. Even if it is snake oil, they can sell ‘x’ hits by annoying 100x people.

    It does little good to try to convince these businesses. The solution lies, IMHO, in informed consumers.

  • http://www.davidedicillo.com Davide

    I think the lack of an easy way to track a campaign results is a the common problem of social media marketing.

    Companies need to start realizing that they can’t pretend to have a traditional approach with the modern social media, is not about clicks anymore, is about branding and image, that on the long run, will convert in cheaper customer acquisitions.

  • http://www.davidedicillo.com Davide

    I think the lack of an easy way to track a campaign results is a the common problem of social media marketing.

    Companies need to start realizing that they can’t pretend to have a traditional approach with the modern social media, is not about clicks anymore, is about branding and image, that on the long run, will convert in cheaper customer acquisitions.