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Interview
with Emerging
Interest Regarding EI: The ability to extend marketing messages into the mobile space and capture consumers close to the point of purchase with relevancy and immediacy is the promise of wireless marketing, but is it a reality? Why or why not? Keith Alexander: There will always be opportunities for smart sponsorships and integration. There have been a few recently. The "Triple X" and "Spiderman" wireless promos did well, as did a few others. If I can opt in, AND opt out to get deals and wireless coupons sent to my phone while I'm in a mall, yes, there is opportunity there. But it had better be easy. Paying for a soda via my mobile keypad? Sounds great. But will Sprint/Verizon/ATT/T-Mobile and all the rest make it easy enough and cost efficient for the vendor? The key is providing context-aware, time-sensitive and location-based services and content to those who request it, via a simple to use interface. The tools to create these services exist. EI: What do you view as the primary penetration issues for wireless marketing or general usability: distribution, standards, spam, technical interoperability, others? Keith Alexander: I don't think that we are going to see an Asia/Scandinavia type of device/service adoption for at least a generation or two. The devices are too expensive and the carriers are not interoperable. There are also cultural issues at play. We need to remember this is a communication tool. Two-way. As the devices come down in price and go up in usability and display resolution, we'll see some action. Right now you need to spend at least $500.00 just for the device. Service fees are in the $59.00 to $100.00 per month range. That's just too much for anyone other than business people. The population that will drive this explosion is generally under 30 years old and the vast majority cannot afford to play here yet. When the people come, so will the advertisers. Actually, the people are here, the advertisers just haven't focused the brainpower on this issue. EI: What do you view as being the most viable short term and long-term opportunities for mobile marketing campaigns? Keith Alexander: I am a huge advocate and proponent of the mobile lifestyle. I don't think "traditional digital" marketing will work on these emerging technologies and platforms. It's going to take a partnership between a bleeding-edge agency, a fearless and creative media buyer and a client with long-term goals for us to even BEGIN to see movement towards the tipping point. Wherever the audience is, the advertisers will follow. Count on that. work related site is here |