Branding has entered the airwaves
It’s hard to remember the days before the internet… back before life was www.life.com. Our information superhighway was more of an information pony express… I think it was called a library. And the only brand experiences were walking into a retail store or sponsored event. Access was minimal, brand interaction was primitive, and information was often beyond reach. We were content, but soon ready to evolve.
And then came the counterpart to our world – the virtual world. Our Internet was liberating. Within years, we could retrieve wisdom online and fully connect with brands. An entire existence lived within our computers, raising the bar for businesses to connect with their audiences. Websites became essential brand experiences, and the word “browsing” took on a whole new life. The internet was a renaissance for information access, and the world was in everyone’s hands. We were content, but soon ready to evolve.
But where could we possibly go from there? What innovation could bring us even closer to the source? The answer has been growing beside us for years. It rests in our pockets and handbags. It has successfully brought us closer to each other – and can finally bring us closer to everything. It’s our handy little mobile devices, which are now ready to flourish.
Imagine the world of information at our fingertips. We’ve heard those words before, but they’ve never fully been just. The majority of information rather lived at our desktops, or within our laptops. But, just like any other source, our computers were often out of reach. Any time we were more than an arm’s length from a heavy metal operating system, information was still a world away.
Our desire to connect and discover has spawned a new access – mobile access. Our mobile devices are now equipped to deliver the facts and weave brands into our very lives. Brand-driven text messages offer breaking news, reminders, and essential updates. They even allow users to register, vote, receive coupons, and participate in brand activities. Mobile websites offer fully-realized brand experiences, letting users interact with information and access data on demand. The world has once again changed shape.
Mobile marketing empowers brands to connect with their audiences at any place, at any waking moment. The source of information is becoming completely portable – and savvy brands are already catching on. In fact, 89% of major brands plan to market via mobile phones by 2008, and over half of these brands plan to dedicate up to 25% of their marketing budgets to mobile. Information is shifting closer to our own selves, as progressive minds are blazing the trail.
A new movement has begun, which has centered around the world of marketing. Branding has leapt from physical form, to virtual form, then into the airwaves to our mobile devices. We’ve gained unprecedented access, as the newest medium is confirmed. Mobile marketing is rocketing cross-channel campaigns, for those brands that recognize the possibilities. It’s revolutionizing our communications, and setting a new stage for the future of promotion.
The New Marketing Economy is brought to you by Annodyne, Inc., a full-service provider of integrated marketing solutions. Annodyne is an enlightened breed of agency, bridging the gap between traditional and digital media – to modernize business and brand.
