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Mobile Connectivity… I can haz the Interweb everywherez!
By bear | April 16, 2009
The great thing about being a marketer is that being a hypocrite often comes with the job. Take for example my previous rant on iPhone hype where I bagged the marketing zeal surrounding its launch whilst having a gentle dig at its lack of functionality. Well, I didn’t go and buy one, but I did get an iPod Touch instead (they’re different, honest!).
As a marketer who has dabbled in mobile campaigns, I have been sceptical about the effectiveness and likely ROI from such activity. I believe the medium has activation benefits as part of an integrated marketing campaign, but as a stand alone medium the physical limitations of mobile devices would limit possible engagement-levels with consumers.
But there is something changing. My Touch, like the iPhone, is a great personal internet device, and particularly if you can find an accessible wireless network. And as I roam the streets with my WiFinder checking for networks, I’m discovering more and more that access to the interwebz is all around us.
Case in point; over Easter I took my family to North Avoca on the NSW Central Coast and stayed in a lovely little apartment overlooking the beach. The apartment had its own wireless network, which I found myself using regularly for Twitter, Facebook, maps etc. But then I started to check local guides, look for shopping options, and utilise my mobile access for general acts of consumerism (unleash the marketers!).
So I think I need to rethink this medium and its marketing capabilities. Commercial issues aside (hint hint telcos, drop your bastardly data charges for starters!) mobile does appear to be growing legs and for the mobile specialists (of whom I met so many at last nights Swedish Beers event) this is great, and timely news. Now they just need to learn how best to pitch the medium into businesses. Probably best not to take the Surry Hills Digital Strategist approach – haha!
Topics: Marketeer Babble, Mobile Affairs, Techno-Consumerism, The Machine - Social & Semantic Construction | No Comments »