Mobility and Mobile Marketing today is about where PPC and Display Advertising were to print advertising and the adoption of it will go much the same. Early adopters will understand the landscape better, grow with it and see measurable results, and be part of developing the standards.

Those who play the waiting game will get further behind the curve, scramble to catch up and loose traction and profitability and struggle to find ways to implement it into their current eco-system.

We saw some of what happened with Facebook recently and its lack of a Mobile Revenue Model for example, years ago with the Newspaper industry which still has not recovered from the fallout of its slow adoption and integration of digital advertising.

Mobile is about 6 major key/factors:

• -Immediacy/ Instant Access
• -Localization/Time Choices in Context to Where I am and Whats Happening in the moment.
• -Accessibility/ I can be reached anywhere any time and share with others
• -Interactivity/ I can react to and with immediacy, an
• -Choices/Decision Making, I have the ability not only make choices
• -Versatility/ The device is multiple devices with a nearly infinite number of uses.

Understanding this is part of understanding why mobile is the future and having a strong presence in this environment will only become more and more important.

The key to effective mobile marketing is offering incentives based around the 6 major factors of the Mobile Landscape listed above. Either do one or two them extraordinarily in a way that offers the most value to a consumer or can create convenience or dependency, or do as many of them well, as possible.

Business professionals branding themselves for example should have a mobile version (or at least responsive) of their website in addition to a business card, and if their skills fit it have mobile presentations and portfolios on their smart phones and tablets.

Additionally they should try to work QR codes into any of their print materials that direct to a mobile friendly site with the appropriate incentives and information.

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Roberto Blake

Roberto Blake is a Professional Graphics Designer and Photographer, living in Fayetteville NC, has work been working with Photoshop® for over 8 years now, and Flash® for the past 5 years.

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