Brand Driven Mobile Marketing: 5 Theses for Today and Tomorrow

Brand Driven Mobile Marketing: 5 Theses for Today and Tomorrow

Christopher Quente (Creative Director, Germany)
Copyright: © 2012 |Pages: 16
DOI: 10.4018/978-1-4666-1598-4.ch073
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On the basis of five theses it is illustrated how the mobile phone becomes the essential building block within commercial multi-channel concepts. One key issue being the telling of ‘brand stories’, told across various media or ‘stages’. If the stories being told are compelling enough one can convert brand supporters into brand addicts, who in the best case scenario wouldn’t want to miss a single performance of their favorite brand.
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To call the market for mobile marketing a large one would be an understatement. It is gigantic – a statement not only maintained by advertising people – a creed known for their notorious exaggerations. Let’s compare this to another very popular medium – the Internet: Around 1 billion people worldwide were online at the end of 2007 (ITU, “Trends in Telecommunication Reform 2007 – The road to Next-Generation Networks (NGN) Summary”, September 2007, pp 8/9). However, pundits ‘Informa’ found out that far more people – around 3.3 billion – have contact to mobile services (

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