Last week’s blog has sparked a great debate in the MMA and other groups on Linkedin. Here are some of the comments from the various discussions.
Martin Wilson, managing director, Indigo 102:
The opportunity of mobile is really not being recognized today. The advertising numbers reflect the isolated spend being placed by those who largely want eye balls. Marketers and agencies alike need to realize that the mobile device is always with you and potentially gives 24/7 access to an Internet environment. To deliver greater ROI all campaigns should potentially include an interactive mobile component.
Case: I saw a very interesting poster for a leading brand last week whilst in London. I entered the URL given at the base of the poster into my mobile – what a shocking experience as I emerged into a creative experience designed for the fixed web environment. Qs – Why was I not simply diverted to a landing page that had been optimized for a mobile?
The mobile channel is destined to become a powerful part of the marketing mix, to take full advantage however the reality of mobile and consumers when mobile needs to be understood.
Here’s a presentation that I gave to a couple of advertising agencies a few weeks ago. It’s a bit of a promotion for a company (mobilePeople) that I provide consultancy to but gives an idea of the dialogue and approach with the agencies.
M.L. Stone, interactive marketing and new media integration:
I agree with Martin’s comment as to mobile not being recognized today. Many traditional agencies seem to either regard mobile in the same light as they regarded the Internet years ago, or, agencies attempt to apply a traditional framework with a traditional spend to mobile (such as treating it in the same manner as they handle print or billboard or radio).
Beyond viewing and accepting mobile as a different, viable channel, the traditional creative agencies should also realize that an optimized mobile Web experience is important. Everything from design, to architecture, to search engine optimization needs to be applied to a mobile site in order to deliver a similarly powerful experience on devices ranging from Web-enabled to smart.
So, I see mobile coming in stages: the first being recognition, the second being acceptance, and the third being understanding. Mobile is a very powerful, growing channel and the prevailing attitudes remind me of when the Internet was new to the world at large. It will take education and patience on the mobile specialists’ part in order to help the traditional agencies to fully realize the potential.
Leisa Glispy, director of eCommerce marketing, Waterford Wedgwood Royal Doulton:
Do traditional creative agencies get mobile? Absolutely not! Traditional agencies are just getting online marketing. Mobile marketing is way ahead of the curve for them.
Nicolai Nygaard Rasmussen, account manager, Telecom Scandinavia:
In Denmark TS Mobile launched a mobile handbook a couple of months ago. We filled it with definitions, statistics and cases. I would gladly send it to you, but it’s in Danish.
This book really helped the agencies in understanding the mobile opportunities, and we have had so much positive feedback on it. Mainly because it has been written for people who haven’t yet done much in mobile marketing.
The only downside however is that it takes time for them to remembering the possibilities that they have read in our handbook. And with the economy being where it is right now it seems even harder, to get them to use a new media-platforms. The good thing however is that the book now is present on their tables! This will hopefully help the mobile industry in being top-of-mind at the agencies.
Janet Carlson, CEO, One Eleven Interactive, Inc:
We focus on connecting pharma with physicians via mobile – so I can speak from the medical advertising agency perspective – the traditional agencies are lost in this area – they listened to what we had to say, murmured amongst themselves and went back to business as usual. 60% of physicians are using smartphones and wearing them on their body for cryin’ out loud – there is a gigantic opportunity here and we will happily beat the big agencies to it…
Alexander Gregori, CEO Dawn Anna Investments:
When it comes to mobile, traditional agencies will become just as outdated (much like dinosaurs) as the Nielsen’s of this world. The question is not so much if they “get it”, or when, but: “does anyone really need them for mobile?” This applies to both traditional agencies and traditional market researchers.
Consider the “traditional” boys club of “traditional” advertising: some creative comes up with a really cool campaign idea. Some professional translates the idea into really cool ads. Some media buyer defines some really cool TV programs, print titles etc. to place the campaign. Some “Nielsen” measures the really cool impact (more guessing than measuring, considering how they gather their “data”).
Anyway, the system works, results are produced and everybody is happy. Until the arrival of mobile that is. Because mobile exposes EVERYTHING. The cool campaign idea, the cool ads, the cool media in which the ads are placed and the cool impact. Mobile exposes all that for what it really means in MICRO CENTS.
Mobile is potentially questioning a whole industry. Mobile questions the validity of how things are done and the results thereof. And mobile provides answers. One-on-one results. No guess work, no “top boxes on TV’s” or questionnaires of focus groups. Just simple, cold, accurate measurements of who did what, when. And mobile can tell you who the “who” is: name, age, gender, location, hell, the whole lifestyle profile. Now, with what it offers, mobile is up against a decade old industry mafia that works (and works together at protecting their turf, their feeding grounds).
Considering the above, radical approach, why are you wondering about “traditional” agencies not understanding/accepting mobile? THIS revolution will not be televised. It will be MOBILIZED! So does it matter that traditional agencies don’t “get mobile”? Not really, hey?
Scott Goldstein, director of business development, Distributive Networks:
Some agencies “get” mobile better than others, but what does that really mean? If anything, agencies are struggling with sorting out how they can make money with mobile. It’s fairly straightforward with mobile display advertising, somewhat clear with mobile apps and WAP sites, but much less so with interactive SMS-based mobile marketing programs (even though the latter is often the most effective tactic in terms of ROI for many consumer-oriented businesses).
Moreover, the mobile industry continues to confound the issue by making mobile marketing needlessly complicated and espousing too much hype. Certainly, if the MMA can set more uniform standards across carriers and help cut down on the mobile jargon, agencies will have an easier time understanding how to leverage the mobile channel.
Finally, I don’t buy into the notion that traditional agencies will become irrelevant. While there is a niche for smaller, more specialized agencies (e.g. The Hyperfactory, Mobile Dreams, Brand In Hand, etc), mobile is just another medium for brands to engage their audiences. Therefore, in terms of understanding brands and the notion of customer experience, traditional agencies will continue to play an important role across both traditional and new media (including mobile).
Justin Beck, marketing and communications executive:
Agencies don’t need to rush to the mobile bandwagon. They’re busy making money the way that it has worked for them.
Yet all around them, entrepreneurs will start mobile marketing firms. Only when these new firms start gaining traction with the agency’s client base will they become interested. Then, they will have the opportunity to simply acquire the mobile firm they like and create their “mobile” department. At that point, the risks have already been taken.
We saw the same thing happen with all the new “interactive” firms and the advent of the Internet. It’s all good because the new mobile medium provides incredible opportunity for the entrepreneur that would normally be stifled working inside the big agencies.
These comments come from a similar discussion in the MobileMonday group…
Mark Hendriksen, CEO, UpCode Mobile Solutions:
Mobile offers a vast array of possibilities if approached intelligently and fully understood. There are many mixed messages being given by, oddly enough, the agencies and marketers who have begun to use mobile for marketing. Many are on the right track and rather like ‘a magnet attracting iron fillings’ the number of possibilities and applications with mobile are making this grow, and though it was a slow start it is now gathering pace.
Jay Cooper, mobile and digital commercial strategist:
We need to show more about how pushing money behind mobile campaigns is more effective than other mediums. Once the case is made, creative agencies will follow as they get that they have to make mobile work. No good in making great mobile tools, applications and experiences if nobody consumes.
And in the Marketing Executives Group…
Leeia Ladipoh, marketing and communications Strategist:
Mobile marketing is a great channel with lots of potential – it’s too bad agencies have been slow to catch on. I definitely think American companies are at a disadvantage because of this. One only need look at mobile marketing in Japan – they are so far ahead of us when it comes to unlocking and using mobile marketing to its full potential.
Paul De Paul, owner, Pinnacle Partners:
Yes, overall the case with many agencies, however others are catching on and actually dedicating staff to focus on the new and emerging media area which includes mobile, along with things like social networks (online and mobile accessible). Some of the large marketing services companies like Omnicom have even established mobile marketing focused agencies (e.g. Ipsh!). Mobile is still in relatively nascent stage, but due to a high degree of measurability and efficiency compared to other marketing channels, it is getting more attention even in the down economy. Or maybe because of it.
Do traditional agencies get mobile? Comment below or email editor (at) mobiThinking.com.
Read the original blog and the interviews that provoked it:
And don’t miss:
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