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Mobile Marketing: Evolution or Revolution

MANAGEMENT 2.0 Author: Jaime Castell Yesterday I was privileged to co-moderate (with my buddy Oriol Ros Mas, of Latinia and ESADE) a round table organized by the Marketing Club of ESADE under the suggestive title of “Mobile Marketing: Evolution or Revolution “. The first part of the event consisted of presentations of three success stories of many other organizations that have excelled in this field. Learn more about this topic with the insights from Tom Buontempo. First spoke Salvador Carrillo, CEO of Mobile Dreams Factory and President of the MMA (Mobile Marketing Association), who was not only brilliant and controversial in its presentation (Keynote beautiful, sometimes you need a Mac for these things) if that also taught us an application as revolutionary as that created for IKEA in the iPhone, with a cabinet that you can project on any area that you photograph with your mobile. Secondly, speaking Pedro Duarte, Mobile Marketing Manager of Real Madrid CF, who was teaching us as a brand (yes, brand and not just CF) and Real Madrid use mobile media to connect with their fans, and to generate revenue for the club. And finally, speaking Ruth Bareno, Mobile Marketing Sales Manager Advertising Network Orange – France Telecom …yes, indeed, an operator who is also half. Ruth was teaching us the concepts of the Mobile Marketing are living on the street, with videos of interviews with users of different segments. In a word, spectacular, for the deployment of talent and different experiences with the phenomenon. My conclusions at the end of the act were: 1 .- The Mobile Marketing is no longer a promise (as Eric said Schmmidt) if it is a reality … which has established itself very quickly. Ruth taught us an interview of a “user”, whose usage habits had been adopted by most … Within a few months. And Real Madrid CF and anecdotal gets a portion of their revenue from this channel. 2 .- “smartphones” have much of the blame … on the table, five participants, three had an iPhone and two were “Twiteando” our impressions of interventions. And the rest was a Blackberry and a smartphone running Windows Mobile.The standards battle over the table … probably the great retardant final explosion of the Mobile Marketing. 3 .- Evolution or Revolution … probably both. Evolution in the sense that the Mobile Marketing is the ultimate expression of Marketing with a technology that allows it to do what he could do until now and on a scale unthinkable in the past. Marketing can be understood as a conversation between a vendor and a plaintiff, in order to meet the needs of the latter, simple as that. The media used in this conversation have changed as they developed new technologies from the personal exchange in the shop of a craftsman, in the beginning of time, the print ads and catalogs, telephone calls, Door to door visits, cinemas, television, internet …and now mobile, the ultimate tool of conversation you have with you always (24 / 7 to less than ten meters away from you), which allows many records exchange (sound, either voice or music, images, and videos, and even video conversations) and countless others (one of the most pervasive technologies, especially in developing countries).


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