Interview with Laura Marriott, MMA: Are you ready for mobile?
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mobiThinking
12 November 2008 15:15pm
I'm reliably informed by a friend at e-consulting that the membership is not very interested in mobile marketing... yet. Why's that then?
I invite you to read this in depth interview with Laura Marriot. It takes a retrospective view of her 3.5 years as president of the Mobile Marketing Association. There's no denying that the MMA and mobile marketing has come on a long way in that time.
The question is has it come far enough for you?
Please see www.mobithinking.com/interviews
Regards, editor at mobiThinking.com
PS there's no mobile category on the forums, so apologies for the random tags
Editor in Chief at Econsultancy
12 November 2008 15:44pm
Do you mean E-consultancy?
We tend to reflect what clients are actually doing, and - by and large - they're not doing very much in terms of mobile. The reality is that the vast majority of client-side marketers continue to spend very little in the mobile channel.
The mobile sector has been hyped to death by analysts over the years, and when you look back at these forecasts they're ludicrous and don't tally with what's actually been happening in the real world.
That said, the past year or so has been more interesting, as the platform matures, the handsets get (much) better, and in line with rising mobile internet usage, which isn't restricted by the dumb walled gardens of yore.
We all love our iPhones and I'm sure we'll see greater adoption of mobile as a channel for consumer / customer engagement in the next couple of years.
While we're yet to issue a best practice report on mobile, we continue to cover the sector in detail on our mobile blog. We may start publishing specific reports for mobile in 2009, subject to demand from our user base.
Chris Lake
Editor in Chief, E-consultancy
www.twitter.com/lakey
mobiThinking
12 November 2008 16:51pm
Thanks Chris.
sorry for that blunder - I rewrote in a hurry after a couple of failed attempts to post. - oops in the dog house again. Feel free to edit it for me.
The question was really directed at your members really as I'd already heard similar from one of your colleagues.
What was that phrase ... "There are three kinds of lies: lies, damned lies, and statistics."
CEO at KODIME Ltd - Intelligence for Mobile Media
13 November 2008 08:54am
I have worked with the e-consultancy team on mobile marketing workshops, introductions etc. The attendance was poor each time, whereas the "how to succeed in email" type slots are oversubscribed.
This is at a time where more consumers than ever embrace mobile in their daily life, and spend more time on and with their phones than on the latest web 2.0 social network.
We at KODIME believe there are a number of factors contributing to this state of play with new media professionals:
- the online world continues to fragment and requires constant attention and learning just to stay on top of technologies and new opportunities
- mobile is not your average digital channel. It is a complex beast, which sits horizontally across ALL marketing, including traditional advertising and direct marketing. We actually work more closely with traditional MEDIA agencies than new media at this time (not of our choosing!)
- initial mobile trailblazers (no names) hyped bulk sending of SMS to be the next revolution, which most today understand is not what this channel is about
- clients and decision makers in new media projects love the Mac, Flash, big screens, streaming video etc. None of that at this time translates to mobile, and it is hard to get excited even by a well designed mobile internet site (unless you check ROI)
- media (including the new media press) find it hard to report on mobile - no nice screenshots of glossy websites, it's all really interaction and user messaging, so more process than visual
Now DESPITE all above mobile marketing is a growth area and increasingly being used by organisations from very small to multinational, in a frankly mindboggling variety of scenarios (using our products such as ZOOMtxt and STARtxt).
So watch the space - if you're in online, ecommerce, direct marketing - mobile will come your way soon, and you'll be able to connect with a whole new universe.