Mobile is not Media
How many times in the past week have you heard the term “Mobile Media”, or “Mobile Advertising”? I have clients, analyst, and reporters ask me constantly. “Who’s your mobile media expert?”, “What percentage of my budget should go to mobile media?” – Silliness in my opinion.
Most marketers associate the term media with a medium to deliver or PUSH your advertising. Basically if you see mobile as just another place for your ads, if you intend to include another line item in your media plan that says “mobile” – you have it all wrong.
Mobile is not media it is a point of interaction between a brand and a consumer. You may say well so is a TV spot, and that is media right? Not necessarily the key word here is interaction, and I mean the two-way kind.
Mobile, email, and even the good old telephone are amazing little tools to continue a conversation they should not be used as a medium to solicit one – that is called SPAM.
