Get Mobile While It’s Still Cheap, Ogilvy Says
Mobile marketing is going to become a mass channel in 2009, helped along by the recession — and marketers would do good by getting into it while it's still new, advises Marc Fleishhacker, managing director for Ogilvy, New York.
The firm has published a little somethin' called "21 Ogilvy Solutions," suggestions for
clients who want, no, NEED, to get the best performance
of their marketing budgets. It's part of a larger help section in their Nov' 08-launched site called Ogilvy on Recession.
Why mobile, though?
The level of saturation
in the marketplace in terms of handset distribution, with the younger
generation who are ready adopters of mobile getting older every year,
is driving up the food chain, said Fleishhacker. Some 57% of the U.S. population is texting on a
regular basis and there is 100 to 110 year-on-year growth in the SMS channel, he added.
Mobile advertising now is a relatively cheap, so why not start using it as a channel, he said. Measurement and analytics tools are better now than they were in past recessions, so you'll get better feedback on your campaigns.
