When Patrick Lord, Founder of mobile advertising company Adremixer, came to me with this question:
Do advertisers need mobile marketing agencies in a digital world?
I was of course very happy to spend some times, discussing about my Ogilvy experience and what I felt would be the next big move.
You can read the whole report right here; the definition of Mobile Marketing that is used in the report is the MMA one:
“a set of practices that enables organizations to communicate and engage with their audience in an interactive and relevant manner through any mobile device or network.”
My point of view (briefly): mobile marketing is just a leverage at this stage (even in less than a decade, our digital self will be fully mobile, so as Mobile marketing will also be … marketing at all). It’s not yet mainstream.
Agencies need to think first in terms of the story to tell, not about the technology. Mobile technology is simply another leverage that may or may not be used to help tell that story. Sometimes it’s the central hub of the campaign, because it’s the most interesting place to play in with consumers. Sometimes it’s not justified at all.
But anyhow, go and read it. And I’d be glad to share some points of views around it!