Guest Column | February 1, 2010

Wireless Marketing -- Opportunities And Implications Guest Series Article Three

Wireless Marketing -- Opportunities And Implications Guest Series Article Three

By Inez Blackburn, Retail Expert/Marketing Consultant

Words are the most powerful force on earth. Words can be "electric" if chosen correctly, so when you use them to advertise your products, services, and brands make them come to life by igniting people’s hearts in order to light up their minds. Let the war of ads with text messaging begin!

Marketers today face unprecedented challenges with respect to gaining the consumer's attention due to the emergence and convergence of technology. Forget "Generation Next" we are in the midst of "Generation Text!" Consumers today are constantly bombarded with messages from companies trying to gain share of mind and are using technology to do it. But how much is too much and how do you stand out in a sea of marketing noise? Wireless technology is no longer a trend but rather a way of life, and for many the preferred mode of communication. What do consumers want from modern marketing communications and do we really want to learn about a promotion in a text message? How will text-marketing stand up against other forms of digital media and do consumers today want a promotion that represents a temporary price discount or do they want long term value and service?

There is a sea change brewing in the advertising industry triggered by an explosion in emerging technologies. Consumers today have access to product information unprecedented in recent history that will not just influence a purchase decision but impact consumer relationships in the long term. The growing acceptance of wireless marketing and digital media has resulted in tremendous upheavals in traditional advertising and marketing. Historically, television commercials were the medium of choice and a favored way of promoting products and services. Companies spent staggering amounts of their marketing budget on commercials hoping to get the attention of that all-elusive consumer.