Mobile: Beyond SMS - All Comments

The mobile agency conundrum - Mobile: Beyond SMS - Blogs - Brand … Mobile CHN

The mobile agency conundrum - Mobile: Beyond SMS - Blogs - Brand … Mobile CHN — Tue, 20 Oct 2009 15:58:10 GMT

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re: The mobile agency conundrum

Tim Dunn — Tue, 20 Oct 2009 12:16:35 GMT

Thanks for your comments! I think we'll have to watch this one play out over the next few years. I think specialists have a choice: become an uber-agency driving mobile upwards into clients direct and try to sit on a par with their established roster of ATL and digital, or become more hardened tech-providers competing on cost and operational credentials, with a side order of tech innovation.

I think both have a future, as no 'traditional' agency (and this includes digital), is going to sit down and invest the millions required for serious SMS builds etc, and with mobile growing as an area for strategic brand deployment, an ambitious mobile agency willing to develop a planning and creative arm (as well as the other bits Douglas mentions), can make it on to the top tier. Well we have to have some ambition right? ;)

re: The mobile agency conundrum

Douglas McDonald — Tue, 20 Oct 2009 12:00:23 GMT

I'm kind of biased too (as a Head of Mobile at an agency group - Creston) but I agree on most of this. Mobile is a digital channel and as such will ultimately end up being covered by all companies who are in digital, perhaps ending in the demise of the standalone mobile specialist (sorry Tim!). Mobile is different and there is currently a requirement for education for both brands and agencies. However a vast amount of IP in a digital agency is very relevant to mobile, particularly insights into recognising user driven activities but also in basic knowledge of CRM, calls to action, digital project management and even creative. It's more that the Head of Mobile helps cover the next X% of the knowledge gap rather than it being a completely new concept. Of course, any sensible in-house solution should always know when to call in the specialists.

re: The mobile agency conundrum

Martin Wilson — Mon, 19 Oct 2009 10:37:59 GMT

Tim is so right. The challenge of a dedicated mobile agency will always be around campaign integration.

An excerpt from a blog post on the winners in mobile.

I find it surprising that brands and media owners do not treat mobile differently. Ten years ago most saw the opportunity Internet presented and were quick to develop specialist teams that could take forward viable business plans. Not to approach mobile in the same way is like suggesting radio programmes translate well to television. The channels have very different characteristics and capabilities.

Mobile comes with a whole set of new rules. The challenge is that many businesses have not yet figured out these new rules. Most try to adapt what they understand from existing media and simply move it to the next. This will not work. Understand these new rules and the channel can deliver real returns. A good start point for many will be to answer three core questions: ’how’ are you going to approach? ’why’ is your offer relevant? and ’what’ do you expect a consumer to do?

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This post was mentioned on Twitter by timmcdunn: Should brands use mobile marketing specialists or their main roster agencies to go mobile? http://bit.ly/2iv3fY

MyO2 leads the way - Mobile: Beyond SMS - Blogs - Brand Republic Mobile CHN

MyO2 leads the way - Mobile: Beyond SMS - Blogs - Brand Republic Mobile CHN — Wed, 30 Sep 2009 03:55:48 GMT

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Jubaloo Mobile — Mobile Marketing Agency & Mobile Media Placement

Jubaloo Mobile — Mobile Marketing Agency & Mobile Media Placement — Wed, 30 Sep 2009 01:43:38 GMT

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Jubaloo Mobile — Mobile Marketing Agency & Mobile Media Placement

Jubaloo Mobile — Mobile Marketing Agency & Mobile Media Placement — Tue, 21 Jul 2009 06:21:17 GMT

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Quick scan of the net - knife operator « A Vodka and a Pipe

Quick scan of the net - knife operator « A Vodka and a Pipe — Fri, 08 May 2009 16:50:38 GMT

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re: Welcome to Beyond SMS!

Tim Dunn — Thu, 02 Apr 2009 08:29:07 GMT

You're not wrong - subscriptions become possible, pay-per-level, pay-per-upgrade and a whole range more. Plus we'll see the end of the Lite model with much easier and slicker upgrades to full products. There was so much announced my head must have been spinning that day!

re: Welcome to Beyond SMS!

Andrew Darling — Tue, 31 Mar 2009 10:30:37 GMT

Tim - what about the in-application micro-billing feature using PSMS? Surely this is the most promising new iPhone development for the industry?