Mobile Marketing... stuck in a groove

Mobile marketing, cool after the summer, more and more people is trap by the move. I guess is due the end of the vacation period, people start to go to the gym, collect magazines, and …innovate in advertisement. Anyhow, mobile marketingis stuck in a groove.

In spite of the options for creativeness, we keep using promotions codes within the products asking for sending SMS with a code in order to win a prize. An example I’ve seen the other day, – company and names censored -
"Once acquired the product XXXXX , text us TUPREMIO with your code of 12 digits to XXXXX (0,90 euros + taxes) and win....”

The whole marketing theory goes down with this sample, buy your snacks paying one euro and pay another to be in a lottery. If that isn’t enough for us then comes the crucial time to text a code with 12 digits -Thank God for the people’s patience -. The idea should be different, at least if you don't want to compete aginst Lottery agencies. A prize could be part of a promotion but couldn’t the promotion itself.

Recently was published Mobile Marketing by Alex Michael and Ben Salter, I’ve read it carefully seeking new cool ideas. At the end I felt as my friends who have watch Pirates of the Caribbean 2... The authors achieve a study about all the telecom aspects, but I feel a lack of ideas and essence focus to real mobile marketing.

Within the vast content, we could find out interesting notes:

• Powerful; it opens a wide range of opportunities to segment ads based on age, location...
• Response rates to SMS campaigns (Mobile Marketing literary source):

94% of messages are viewed
62% of ads are remembered
22% of receivers forward it (viral marketing)
18% of response to the campaign

• Costs: contrary to TV or radio advertisement... mobile marketing require less financial effort.
• Measurement, with the response rate information, companies could improve their campaigns.
• Wireless Advertising Association (WAA): (as important as IAB for Internet)

Creative Standards and advertisement model
Consumers issues and privacy
Promotions measurements

• General guidelines and best practices –independent of the way is publish the advertisement- : legal, decent, honest, truthful, permission-based, responsible and respectful.
• STOP command. Command to get rid of mobile ads, the opt-out for user who didn’t like advertisement.
  

The theory to define the business model to marketing agencies is still the same:

• Set-up fee
• Monthly support fee.
• Pay-per-view fee for the mobile content (games, wallpapers…).

Recently some news from HandyGames make me happy, they launch an idea based on a business model with advergames for free (from customer view). I hope to receive more good ideas & news.