Viva La Sell-Phone Revolución

Google was nothing. If you want to see the next battlefield of global ad titans look at that cell phone in your hand (but not while you're driving, please). Mobile marketing has the potential to be both extremely effective and extremely irritating if not done right. Imagine the possibilities...

• Opting into a program where you get a text coupon to your favorite restaurant if it's lunchtime and you are within one mile.


• Taking a phone survey in the check-out line about how your shopping experience was to get a discount when you reach the cashier.


• Scanning a bottle of wine at the store with your phone to see if any other stores within 5 blocks carry it cheaper.


• Watching video ads while you wait in line as a way to reduce your cell phone bill.


• Getting an automatic text whenever one or more of your friends is GPS detected arriving at your favorite nightclub or restaurant.


• Getting paid to forward a sponsored video or text message to a friend.

In some of these examples you can see the potential for good or ill. The bottom line is mobile marketing is coming. It will be bigger than direct mail. Bigger than print and bigger than online. It is the first platform that can reach consumers everywhere they go. The key will be doing it in a way that lets them stay in control.