Next-gen phones will alter mobile

Share this content:

E-mail marketers tend to think of mobile marketing in the familiar Internet terms: Short message service — more commonly known as text messaging, or SMS — is like e-mail for a phone, and wireless application protocol, or WAP, pages are like e-mail-driven landing pages on the Web.

While these are important, if not critical, elements of mobile marketing, they represent only a portion of the overall mobile marketing spectrum.

As mobile devices evolve beyond basic cell phone capabilities and the wireless experience grows to encompass a multitude of media in one handheld device, marketers must likewise expand their view about mobile as a marketing channel.

To be successful, mobile marketers must go beyond just sending messages. They must become an integral part of each person's total wireless experience. Today, in addition to text messaging, mobile marketing is as much or more about branding with ringtones, wallpapers, handy applications and video.

The Apple iPhone and its cutting-edge siblings represent more than a next-generation approach to mobile phones — they make Web surfing viable on small, wireless devices.

This is a huge development for mobile marketers. The lightweight browsing made possible on most phones by WAP pales in comparison to the experience of using the Safari browser on an iPhone.

So as marketers consider how to best leverage the mobile channel, a big question emerges: Can Web on a phone become feasible as a market offering and widespread enough to make SMS and, particularly, WAP obsolete? It's an intriguing development, and I'll be watching with interest to see how it all unfolds.

 

close

Next Article in Marketing Strategy

Sign up to our newsletters

Company of the Week

Since 1985, Melissa has helped thousands of companies clean, correct and complete contact data to better target and communicate with their customers. We offer a full spectrum of data quality solutions, including global address, phone, email, and name validation, identify verification - available for batch or real-time processes, in the Cloud or on-premise. Our service bureau provides dedupe, email/phone append and geographic/demographic append services for better targeting and insight. For direct mailers, Melissa offers easy-to-use address management/postal software, list hygiene services and 100s of specialty mailing lists - all with competitive pricing and excellent customer service.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above