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2 comments on Blog Post Title
09:39 EST on Nov 30, 2010
the “marketing games” you mention from PRSA are gimmicks and will likely be relegated to the scrap heap of tired old gimmicks that all marketing ploys eventually reach once consumers realize that, mobile or not, points or not, it’s all just sheisty marketing. Mobile is certainly here to stay, but people will tire of the silly “earning points, earning badges” childishness once it gets old – perhaps before 3Q11.
Ultimately, mobile will be a great tool for communication, and though its marketing potential seems unlimited, I would exercise caution. People hate marketing once they realize what it is…mobile marketing will suffer the same fate, once people get bored with the bells and whistles of badges and points. Then ur just back to cold-calling widows with six figure bank accounts.
16:34 EST on Nov 30, 2010
I agree that rewards for participating need to be relevant and consistently interesting and/or fun to hold the participants’ interest. And I couldn’t agree more with your point re tone; it’s almost a cliche now that communications of all kinds must be authentic, not corporate or salesy. Where we diverge is on the definition of these as gimmicks. If they had been just gimmicks then the engagement levels would have been much, much lower.
As for the future of mobile marketing, that’s in the hands of the marketers. Make it relevant, interesting, fun or useful and people will listen. They may even buy.
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