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Mobile Marketing gets SOSTAC’d

August 10, 2009

Strategy in SOSTAC

After a 2 week blogging sabbatical, I would like to think I can return with a bang. I have often used SOSTAC analysis throughout my education and career when working on projects, however have never thought to apply it on a bigger scale.

So here it is; my SOSTAC analysis of the Mobile Marketing Industry.

Situation Analysis – Where are we now?

Mobile marketing is currently in what I would refer to as an ‘ideal’ position. Advertisers and agencies are experimenting with mobile (with varying success), yet there remain to be many avenues to explore and opportunities to exploit. Many agencies are more than likely making a loss on mobile campaigns, yet they are seen to be at the forefront of the industry as they produce truly brilliant work. There are however some brands and companies that are struggling to accept the importance of mobile as a marketing medium, waiting to see the bona fide returns that such an investment, and at this stage, an experimentation, can provide.

The technology certainly cannot be used as an excuse for holding it back, as the iPhone continues to demonstrate the strength of mobile application development, whilst the Android platform is creating a significant number of exciting new opportunities and ideas for the open source operating system. The wide adoption of the touch screen by handset manufacturers means that screen size has increased, and the ability to share and interact with rich media content is now a reality. Although applications are creating regular, practical improvements for handsets with access to app stores, the mobile web is still creating some issues, as web designers try to apply desktop web practice to the mobile device.

Objectives – Where do we want to be?

Mobile marketing has the potential to be the most powerful advertising channel in modern day communications. Mobile deserves to be considered part and parcel of every marketing strategy; whether digital, traditional or integrated. Its power lies not only in its personability, but in its geo-location abilities (after all, our mobiles are always on, and always on us!). This can create a world in which we can receive relevant advertising messages based on our individual preferences, as and when we may wish to receive them. Ultimately, we want people to want to receive mobile advertising on their handsets.

Strategy – How do we get there?

  • Education – There is still the necessity for industry wide education to help the various stakeholders understand the benefits of using mobile, but also best practice. I bet the majority of stakeholders do not have any concept of the 3 P’s; Permission, Preference and Privacy.
  • Acceptance – As well as education, by refining best practice we can understand how the consumer interacts with mobile advertising, and therefore develop a level of acceptance and reception. In the early stages this will be based around perfecting an opt-in model, but eventually we will need to understand how to approach this without the need for opt-in.
  • Constant Innovation – The mobile industry is growing at an alarming rate, and the technology is not standing still any time soon. It is important for innovators to remain flexible and keep their eyes firmly on the horizon. However it is also important to invest time into current technologies and not to employ the emerging technologies for the sake of using them.

Tactics – What are we going to do?

  • Invest in education
  • Listen to the consumer/citizen
  • Throw what we know about traditional theory and practice out of the window, and don’t dream of applying it to mobile!
  • Invest in man power (there is no time like the present!)

Actions – What specific steps need to be made?

Well that’s down to you! Each and every company will have its own plan, and this is where you fill it in for yourself!

Control – Are we getting there?

Lets give it a year and see!

Goodbye Blyk? How about Thank You Blyk…

July 27, 2009

Go Blyk

I have become increasingly infuriated with the number of negative and/or ‘goodbye’ focussed blog posts and news stories relating to the closing of Blyk. Blyk goes bye bye, Blyk Closes Down and Goodbye Blyk are all headlines that have popped up over the past few days, but people, we are missing the fundamental message!

The success of the MVNO has dried up with advertisers departing, but the future is with partnerships and operators. Blyk in essence, is not coming to an end. Its message and moral is to be passed on throughout the industry and I have not a doubt in my mind (and have it on good authority) that it will grow into a bigger and more powerful beast. Blyk was just a catalyst for the disruption that will ultimately shape the market forever. Citizens change, business models change and our understanding as industry stakeholders must remain flexible in order to continually adapt with the fast pace of modern life.

By focussing on partnerships, Blyk is doing us all a favour by reinforcing the future of mobile advertising. And with Vodafone (Netherlands) and Orange (UK) on board, I don’t doubt that it won’t be long before we see many more partners established.

Thank You Blyk.

Changing the World, One App at a Time: Spotify Mobile

July 27, 2009

Well Ladies and Gentlemen, its finally here. I first wrote about a potential for Spotify Mobile back in January, when a blog post by Gustav Soderstrom rattled its way around the Twitterverse. The long and short of it – Gustav left his position at Yahoo as Director of Business Development, to join Spotify as Director of Portable Solutions. It was clear something was going to happen! And now its here! As the following Youtube preview shows, the Spotify iPhone App is very much a reality.

So what is the significance of this app? Why am I and so many others so excited?

Although only available to paying premium subscribers, like its desktop counterpart, Spotify is opening up an enormous world of music to the masses, for a very reasonable price. The ever increasing and emerging illegal download market continues to challenge the ways in which record labels try to safeguard their content. By scrapping the ‘pay per track’ business model established by iTunes, it creates a flexibility with the audience, whose musical tastes and constant desire for the latest music means they dont want to have to pay for every new track as and when it is released.

Spotify is meeting its citizens half way and recognising the necessity to constantly adapt and change the way we as an audience receive content, at the same time as maintaining a relevant and successful revenue stream. I for one believe this could change the face of music forever, and would not be surprised to see other content (movies, games etc) follow a similar suit.

Lets see if Apple let it into the store however!

iPizza Me Up!

July 23, 2009

Trying to find a commercial focussed iPhone application that reinforces brand awareness AND encourages repeat purchases isn’t the easiest thing in the world, but Pizza Hut have had a bloody good crack. Although an American app, it has momentarily made me forget about the awful sub sectioned rebrand of some restaurants to Pasta Hut. This app creates a fun, visual and interactive environment to ordering pizza, and despite being some ridiculous inclusions (shaking the chicken wings? Oh come on…), it is actually very functional. Take a look for yourself.

Opinion: The Dave Gap. Mary is Hot. Drunk on a Bus.

July 22, 2009

This article was thrust in my general direction by Rob Murray from the ruddy brilliant Social Media Mashup, and he struggled to find words to portray his feelings on this article.

I am feeling exactly the same.

Please take the time to read the below article and leave your comments on this blog. Once I have managed to piece together a full sentence, I will repost. So, go read and please feedback (I will be using your comments on the blog post!)

Go to the Dave Gap article >

HTC Hero gives you balls the size of melons…apparently

July 16, 2009

Check out these virals for the HTC Hero. What are they trying to suggest do we think?

Thanks to Chris Ryan of We Love Mobile for sharing.

People to learn from on Twitter for: Mobilists #2

July 16, 2009

Its that time again. After the great success of my last post, its time for part two. Many of those featured in the last edition have been outstanding again, but there have been some noticeable Twitter performances over the past few weeks that deserve the recognition. Remember, I am not just highlighting people to follow because they are connected to the mobile industry. I am highlighting the people that I am learning from.

Its only a short(!) list, but I dont just throw any old Twitterer up. I have standards. 🙂 So, without further ado:

Why follow Heike Scholz?

  • Always at the forefront with the latest mobile news
  • Shares the latest news on up and coming events and webinars for mobile
  • Ideal for the German Mobile Industry

Why follow Helen Keegan?

  • Runs one of the best mobile marketing blogs around and seeds frequently on Twitter
  • Frequent participator in discussion of current and relevant industry news
  • Organiser of Mobile Monday London, so always the first to share important event news

Why follow Gerry Moth?

  • Author of NokiaAddict.com, sharing his latest posts frequently
  • Offers a great insight into the latest Nokia handsets, as well as providing honest comparisons to industry competitors
  • Always participates in online discussion, as well as having the personal touch

Why follow Rudy De Waele?

  • Organiser and Participant in many of the major mobile events throughout Europe
  • Always shares and retweets interesting and relevant content
  • Willing to help others find appropriate resources and contacts – a connector of people if you will.

> Apologies for the lack of images; WordPress is giving me grief . Will add them in at a later date.