The current mobile marketing landscape for consumer brands:
- Brands are starting to ask about doing some mobile “stuff”.
- Advertising agencies are scrambling to get educated to share with the brands.
- The mobile marketing and advertising community is growing and while there is an increasing demand for mobile marketing, agencies and brand managers are having difficulty understanding the myriad of vendors in the mobile marketing ecosystem.
- Bottom line: Consumer brands aren't integrating mobile as part of their digital spend because they just don't understand it, although they really really want to.
The needs:
- Brands are in dire need of statistics, metrics and case studies that are NOT public (yet, we hope)
- The majority of agencies still require plenty of education in order to understand the true benefits and intricacies of the mobile channel compared to traditional and online media
- There are many mobile marketing companies in the space that do a variety of things. There isn't one that specializes in them all. Brands and agencies need education on who these players are.
- Mobile marketing has received much hype in the recent years. With all the mergers & acquisitions that have occurred in the past 2 years, brands and agencies need to know who's in it for the long haul and who the "pump & dump" companies are trying to make the quick buck.
- Agencies need to educate brands on integrating the mobile channel into the overall marketing idea rather than focusing on mobile tactics (e.g. "I want to do a text campaign").
The solution:
The MobileMarketingForBrands.com site aims to address all of these needs…with a point of view. What we hope to achieve with this site is to showcase the best mobile articles and companies from the ecosystem and sprinkle in a few thoughts on what they really mean.
This site is one of many with the goal of growing the mobile marketing industry so enjoy and please pass around to anyone who may benefit from the site. After all, if we don't live up to the Forrester and eMarketer predictions on mobile marketing spend, how are we going to live with ourselves?
Thanks,David
