If you run mobile as a standalone campaign, it is doomed to the graveyard of "Yes-I-tried"mobile case studies. Mobile is an integrated part of the buy and would not exist, in most cases, without the 360-degree plan. Why? Mobile is primarily a pull media. It needs to be added to the traditional push media to come to life and work its magic. The most touted example of mobile "pull"is when the brand uses the phone as a "mobile mouse"and the short code as the "mobile click"to activate its media.
Wednesday, October 28, 2009
There is no such thing as a mobile campaign
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