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| Stand Out and Be Heard
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| By James Ryan |
| James Ryan, creative and editorial director for AvantGo, oversees the customer experience at the mobile Internet service, which has millions of registered users. |
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1. Stand Out and Be Heard |
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| All forms of marketing have their pluses and minuses. Print, radio and television have tremendous reach and increasing targetability, but limited opportunities for direct interaction with the customer. Direct mail offers precise targeting, but enormous obstacles in surmounting the clutter. Internet advertising has ushered in an unprecedented age of interactivity and tracking capabilities, but the medium is in many respects less engaging and filled with distractions. If businesses can catch customers in the midst of researching their products it can be highly effective. But grabbing their attention when they are not? Good luck.
While there is no doubt that many successful brands have been built through traditional and, more recently, interactive advertising methods, it is equally certain that many competing factors can cloud the message being communicated. Given this reality, smart marketers are constantly on the lookout for new, more responsive media to add to their marketing mix in order to increase the probability that customers are receiving the message. For those marketers, mobile marketing is worth considering. |
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