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Sunday, October 14, 2007

MangoMOBILE Fuels Nissan's Shift Into Mobile Marketing

MangoMOBILE Fuels Nissan's Shift Into Mobile Marketing

If this article hasn't gotten your full attention - then go grab a coffee - close down the e-mail and give this a read.

This is one of the best illustrations I have seen of "mobile marketing" described right - done right.

The campaign addresses key issues in mobile:
  • Discoverability - Offering the initial consumer contact online
  • Ease of use - The consumer has a simple experience to get content they want on their phone
  • Engaging - More than just a ringtone or video clip - using a mobile game to engage the consumer with the brand is an excellent play.
  • Repetitive - By using a "leader board" consumers are driven back to the game to see how they stack up and to play the game again to try to better their score
  • Results driven - The game and content offer high levels of data capture offering the brand greater insights into the consumers they are engaging

By executing the campaign in this way they are being fully TRVR Compliant! (Timely - Relevant - Valuable - Requested) -- Is your marketing campaign just clever - or is it TRVR?

Update: There are a couple of disparaging blog posts floating around on this topic - from people who may not have fully grasped the ideas here. The Nissan Rogue FLASH website is not designed for mobile and from what I can tell was never supposed to be. That said, I'm still trying to find the Online2Mobile section of the Nissan website.

posted by Troy Norcross at 12:24 PM  

1 Comments:

Anonymous said...

I'm definitely impressed with the marketing campaign for the Rogue! I thought it was only going to be the Maze Master videos tying into the commercial (worth checking out too: http://youtube.com/user/TheMazeMaster)
but this next step is definitely an interesting addition.

7:26 PM

 

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A few words about why we're here

Since consumers first started to use SMS marketers have had the idea of text message marekting or marketing sms - also known as mobile marketing. And since that time marketing sms messages have grown and changed and new technology like bluetooth marketing, marketing bluetooth style to phones in close proximity to an advertisers.

And since the e-mail spam scourge took over the media, people have worried that there will be mobile phone spam. Spam is just another way of saying that advertisers send unsolicited text message marketing, marketing sms, bluetooth marketing or any other form of mobile marketing - it's mobile phone spam. There are even guides on how to spam phone s.

Consumer Preference is about permission based marketing, permission marketing solution. If, as an advertiser you can execute permission based marketing campaigns then you can certainly find ways to benefit from mobile marketing. And permission starts with understanding the consumer marketing preference. If you can understand consumer marketing preference, then you can execute permission based marketing. And permission marketing is not mobile phone spam.

There are many mobile marketing company listings that can be found on the Internet - and most mobile marketing company websites will tell you how they focus on permission marketing. Make sure that the one you partner with does more than tell you about it on the website. Opt-in marketing starts with your traditional marketing soliciting for permission.

Yes - Mobile marketing starts with traditional marketing - print, web, radio, television - all of the old standards. Because before you can send the first message to a consumer, you must obtain their permission... and that means that you understand consumer marketing prefernce.

Please enjoy reading consumer-preference.com - and if you feel that there is a point I'm making you'd like to share - then put a link to it from your own site. And always feel free to leave comments!

Troy Norcross

 

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