Categories: Seminar SS09
Protected: Mobile Marketing as an instrument of 360° Marketing
The basic role of the mobile in an integrated campaign is to consider mobile as an additional media to extend the marketing mix. In this definition mobile has the same position than other media like print, TV or online. But the question is, is that really all?
Of course advertisers can use the mobile as an additional media channel in the media mix, but mobile marketing is more: The mobile can be considered as a connective element in the media mix. On the one hand the mobile is a connective element between different media channels. On the other hand the mobile is the connection to interactivity and therefore the connection to 360 degree.
360 degree marketing and especially the evolution of marketing says that consumers want to be part of campaigns and not just receive the message. The customers want to get active and take part in the communication process. Consumers are beginning to take control of what they want, when they want it and how they want it. The mobile is probably the best medium to fulfil these new demands.
More information about the role of the mobile in an integrated campaign and its meaning to 360 degree thinking is provided in the attached presentation.
26 Jul 2009 Stefanie Pichlmayer