Optism™

This week, we have the latest from the Mobile Marketing Association about two key markets: Europe and North America. We also have reports on several interesting mobile marketing campaigns, including a first-of-its-kind SMS campaign launched by the United Nations Foundation.

This week’s announcement from the Mobile Marketing Association highlights that organization’s ongoing focus on consumer-centric marketing: Consumers Take Centre Stage At The MMA Forum London. According to their press release, “The theme for this year’s event is the increasingly dominant role of the mobile consumer in marketing strategies, and what that means for brands and agencies.” As usual, the London Forum, taking place October 4 and 5, will feature a broad range of speakers representing different levels of the ecosystem, including major international brands like Unilever and Coca-Cola, and some great newcomers, like the National Hockey League. Paul Berney, CMO & managing director of the MMA in EMEA notes, “We created the forum as an arena for sharing best practice, showcasing the value of mobile, and to bring about a shift in marketing that will benefit not just brands but ultimately deliver consumer communications that are perfectly in sync with the way they live today.” Optism’s Thomas Labarthe will be speaking at the event. We highly recommend the MMA Forums — they are a great way to keep up in our fast-moving industry.

On this side of the Atlantic, MobiThinking presents Michael Becker’s thoughts about why North America is the most exciting mobile market in the world. Michael is the MMA’s managing director for North America. Michael believes that with the rapid increase in smartphone penetration and 4G rollout, and the innovative activities of brands such as Coca-Cola and Best Buy, marketers have great opportunities to engage North American consumers. He notes that mobile channels can be the primary vehicle of engagement or an integrated component of campaigns that include traditional channels, like newspapers, billboards and magazines. Michael reminds marketers that a mobile campaign must be adapted to local markets, “because mobile is such a personal medium and the context of what makes something relevant will be unique for each region.” He also notes that while North America may appear to outsiders as homogenous, there is, in fact, “a huge contingent of ethnic markets that need to be considered and marketed to appropriately.” This article is a great read and particularly valuable for anyone planning to move into North American markets from elsewhere in the world.

The United Nations Foundation has partnered with 4Info to develop a mobile campaign aimed at empowering users to help create global change. With its partners and supporters, the Foundation is “making mobile outreach and digital engagement a focus of its efforts in 2011.” The process begins with subscribers texting “UNF” to a short code. They then receive messages providing information about how they can support the work of the United Nations. Subscribers learn how they can help “to empower women, confront climate change, combat malaria, fight extreme poverty, improve global access to children’s vaccines, ensure gender equality, support the UN’s work to fight famine in the Horn of Africa, promote clean energy, and more.” Participants can withdraw from the program at any time with a simple text message. As a charitable organization, the Foundation is unable to offer free texting, so normal data and message rates will apply.

Mobile Marketer’s Lauren Johnson reports on Grey Goose Vodka’s recent SMS campaign at the US Open. The company is using a tennis-themed contest to reach out to consumers and encourage them to participate in their program. The contest begins with consumers texting the word GUESS to a short code. Then, through a series of messages, they guess the number of tennis balls in an oversized cocktail glass for a chance to win Grey Goose products. To keep the engagement going, Grey Goose also provides information on how to make a “Honey Duce” cocktail, a special concoction that is for sale at the sporting event. As Johnson points out in her video summary, this campaign marks the fifth time that Grey Goose has used SMS marketing to reach out to consumers. By targeting events that draw a particular audience, the company’s marketers are using SMS to promote their high-end vodka product to a carefully-selected upscale demographic.

Globe Telecom, a Philippines communications firm, has signed up over 2 million opt-in subscribers since launching its permission-based mobile advertising service in November. With “My Rewards, My Globe Plus” Globe and TM subscribers receive mobile ads from their preferred categories in exchange for points that can be redeemed for discounts and free gifts through the MyRewards MyGlobe and TM Astig Rewards loyalty programmes.

We really enjoyed MobileGroove's insightful and funny interview with Rory Sutherland — and we think it is well worth a listen. Rory Sutherland is, of course, an expert ad man, but he is also the original advocate of Ogilvy’s 360 Degree Branding approach, which is all about focusing the optimum combination of disciplines on the brand and its needs, avoiding any bias towards a particular channel. Interestingly, Rory points out that mobile’s USP is context. Context allows brands to deliver marketing that is timely and ‘placely’ — and therefore relevant to us. Smart brands that harness mobile can take advantage of opportunities linked to their businesses’ target moments, moods and mindsets. Engage with people at this decisive moment and the outcome is likely to be positive. The circle is likely to be even more virtuous if marketers ask people permission first, and then use this permission to inquire about preferences and ultimately deliver marketing people will genuinely appreciate.

What’s the view like in your corner of the world? Why not tell us about it? You can reach us on Twitter @Optism or join the conversation on our Facebook page.