MarketingProfs Articles : Outside the Box, Inside the Pocket

Mobile marketing isn't the unicorn it used to be. Most folks in your demo probably have a real, live phone within immediate reach for most of their waking days. And the rising popularity of iPhone and Google's Android platform and other Internet-ready smartphones are making it simple these days to shimmy your brand into their pockets.

First things first, though: Make sure you don't think of the mobile Internet as a miniature version of the full-blown online experience. Your ability to contribute to peoples' lives is better served when you think about the unique tools that make mobile truly useful.

For instance, your standard mobile phone today may boast one or all of the following features: GPS, accelerometers, speakers, projectors, still/video cameras, near-field communications, multiple physical inputs/outputs.

Think what you can do with those capabilities! Build cool games. Guide hungry fish-fanatics to the nearest sushi bar. Let people photograph graffiti, then send them customized images of new sneakers, based on the colors of their favorite street art.

We can give you examples for days, but here are a few basic tips for connecting with your customer's pocket-pal-of-choice, courtesy of Emily Green over at Yankee Group:

Don't assume your brand will do the heavy lifting. That may be all well and good if you're well-known, but focus on being truly useful.

Create consistent, personalized connections. Consider what mobile enables you to take advantage of: context and location, the ability to personalize, and a sense of comforting ever-presence.

If you're building an app, consider providing a "lite" version of your offering for free, as well as a not-too-steep paid version with more handy features. Remember: Many users who pay for an app start with the free variation first!

The Po!nt: This is a horse of a different color. Mobile isn't like any other medium. It's leaner, more personal and more capable. Take advantage of its strengths, prep accordingly, and Tally Ho!

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