Optism™

For an agency perspective on the value of mobile marketing, check out part one of Peggy Anne Salz's podcasted interview with Ogilvy's Rory Sutherland on MobileGroove. Mobile, according to Sutherland, is “spectacularly good” at some things that others, like Google, can't do. Mobile can enable brands “to interact with people during target moments (I need something now), target moods (I want something now) and target mindsets (I am considering a purchase, for example).” In the podcast, Sutherland illustrates his points with examples of how companies can take full advantage of mobile marketing's unique capabilities.