When I was in college, I had a boss who had a massive prejudice against anyone who attempted to give themselves a nickname. You've probably heard people do this in a conversation that looks like this (please picture the guy to the right):
That Guy: Hey there! Do you mind if I join in your pickup game?
You: Not at all. My name is John.
That Guy: Nice to meet you John. My name is Dudley, but call me "Crusher"
You: Ummm...okay Dudley. Why don't you wait over there.
See, it just doesn't work. Now, let's parlay that into a marketing topic that I took issue with the other day. It seems that some enterprising individuals are trying to name the Tuesday after Cyber Monday "Mobile Tuesday". On this date, you're supposed to shop (or otherwise engage) on your phone. Really?
Here is a snippet from an Ad Age article on the topic:
Mobigosee, a mobile-marketing firm, is moving forward with the launch of Mobile Tuesday on Dec. 2, despite the loss of major marketing partners whose budgets have been decimated by the recession.
...(Mobigosee) is attempting to launch Mobile Tuesday with just three marketers onboard: McDonald's, Finish Line and RedTag. The company is hoping to attract additional retailers with couponing strategies, in which Mobigosee is paid only when the mobile coupons are redeemed."
This is one company trying to start a movement that would require at least one major US mobile carrier to get involved to be remotely successful. The only potential winner here is the company who attempted to launch this thing and I would not call it a success. Companies should, be looking at engaging on mobile if it makes sense, not for the bright shininess factor. Maybe in 3-6 years, but not today.
Permission is key on the mobile platform and each brand needs to build its own audience in its own way. The paths of mass marketing and mobile marketing should never, ever meet.
So let me ask you. Have you purchased on your mobile? Take the poll below.
|If you liked this post, you can subscribe to the Techno//Marketer RSS feed in your reader or sign up to get updates FREE by email.|