Sunday, March 08, 2009
Mobile Marketings Biggest Problem
Is its name. At the Ogilvy Telco Conference in Barcelona last month we had a number of interesting sessions, and a number of dull ones: if I hear another "Advertising Is Dead Presentation, I think I might have to do a "Presenter Is Dead" series.
Anyway there was a lively debate at the end of the two days about how mobile and advertising needs to work together. Surrounded by the great, good, rich and scarily intelligent, I had a couple of points:
1. know you audience - stop trying to sell mobile everything & segment what you sell by marketing task: branding, direct, reputation, service and product.
2. love your enemies - sir martin sorrell used the frenemy phrase when talking about google - it is the same with mobile suppliers - this industry more that any other requires multiple partnerships to succeed.
3. stop talking about money first.