The New Reality of Mobile

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A look at some lessons from mobile marketing’s past so we aren’t doomed to repeat them.

We’re all trying to “figure it out” – i.e., create a competitive advantage and valuable customer experience via the mobile channel. Naturally, we turn to 19th century philosopher George Santayana, best known for the quote, “Those who cannot remember the past are condemned to repeat it.

While we have seen the pitfalls of applying too literally the principles of one medium to another – brochure-ware websites, direct marketing-based e-mail programs – there are lessons to port over.While we have seen the pitfalls of applying too literally the principles of one medium to another – brochure-ware websites, direct marketing-based e-mail programs – there are lessons to port over.

Direct marketing teaches us that it’s all about the offer. I recently saw results for an e-mail challenger that failed miserably against the control. While there were several factors, it was clear that the control was created by direct marketers who understood the importance of the offer: it was prominent and repeated, while in the challenger it was buried in copy.

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Posted on May 4, 2011, in - ALL -, 2011, Email Marketing, General Business Applications, May and tagged , , , , . Bookmark the permalink. Leave a comment.

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