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Viral Marketing Using Mobile Technology

Jun 10, 2008
Mobile devices, mobile phones and PDA are one of the last great frontiers of viral advertisement opportunities. However, we have become experts at filtering everything, our air and water, our e-mail and pop-ups, and our mobile devices as well. We are good at filtering.

The very idea of unwanted advertising streaming through our Blackberries is abhorrent. Mobile devices are the ultimate opt-in medium and, therefore, a great way for marketers to connect with users as if that is what the users want. WANT is the key word here. How should marketers approach the medium?

There are three main ways to achieve this. They are:

1. Offer exclusive content. Anyone can offer ring tones. It is the unique content, such as exclusive mobile images of new brand concepts, that drives interest and calls them out in other media like e-mail campaigns, newsletters, websites, etc. So a wireless campaign is most effective when it offers exclusive content for wireless devices.

2. Make it useful and timely. Think about what would be handy and helpful to have on a mobile device. Last year, for example, Food Network enabled Sprint customers to download shopping lists for their Thanksgiving dinners. There was a lot of Sprint-envy going around among non-sprint customers.

3. Clearly define objectives. Usually, one of two business objectives drives successful mobile experiences: incremental revenue of brand intimacy. On the intimacy factor, a text message usually takes priority over almost any other form of communication. Why? Because we have not yet been saturated with mobile spam, and this is what causes us to prioritize wireless messaging over voice.

Mobile marketing has been out there for a while but we marketers have new territory to explore. Video offers fantastic opportunities for engagement. Consumers already bypass their filters for highly useful or entertaining content and will do so for rich exclusive, compelling content.

Remember you need more than once traffic source, like search engines, pay per click, viral marketing, buying ads other people ezines, building your own list and so forth. So once you master one of these strategies it is time to choose another method.

This is just safer way to do business, plus you more money with more traffic. Do not put your eggs all in one basket. If something goes wrong with pay per click you have another traffic source. Your business keeps running and you keep making money. But if you use one traffic source, then if something goes wrong there, you stop making money.

You do not need to become an expert, you can outsource marketing. You just need to know enough about the traffic generation method, so you outsource the right people.

Then you can focus on other things you are more good at. Maybe product creation or anything you love doing.
About the Author
SE optimization can be used by every affiliate to drive traffic towards his affiliate link. See Karl's software, OutRankSmart.
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