I’ve been hearing a lot about mobile phone marketing latley and its not making much sense.
According to eMarketer marketing to people on their cell phones is starting to take off and they project a lot of spending in the next 5 years. I don’t think that its possible to do a lot of what people do online now on a cell phone so I don’t think this is a successful strategy for most companies. I think the companies trying this right now are probably just looking to “say” that they understand it and do this to advertise to differentiate themselves from other companies, but they don’t truly. (unless youre in Japan)
The things I think might be good for cell phone web uses:
1. Finding food & drink when you’re out and about.
2. Maps when you get lost, help me find directions, where I need to go when driving and how to get somewhere using public transit if I don’t know how to get there.
3. Maybe the click to buy thing eventually, but its a big step from cash, to plastic cards, to gadgets buying things…
4. Entertain and inform me somewhat. I’d like news updates, I’d like to be able to customze them by interest, and if I’m out and about, I’d like breaking news. Hello newspapers… Don’t try though to put a music concert on my cell phone, be consious of what works on a 2 in by 2 in screen with limited resolution.
5. Text friend updates/maps. Without being like big brother, it would be cool to know when a friend was near by, btu I don’t want to know their exact location at all times, that’s creepy.
So if you’re working for or with a company that is saying that mobile phone marketing is the next big thing, take it with agrain of salt, and look to the data to see what works and doesn’t and then go that way.