ChaCha. Ask Away.

Sometimes I like to think of Mobile as this giant, gracefully forgiving second chance for marketers. The Wired Web made ads annoying, starting with JavaScript pop-ups. Why do you think people get so excited about 7% or even 3% response rates on Mobile? My answer: Because the Internet set the standard so low.

So now we all have this “second chance.” And by second chance, I mean let’s do it the right way this time. And do it the right way from the start. (Think: JavaScript pop-ups ruined the banner ad’s fate.) Here’s a few thoughts:

Why NOT to do mobile marketing
Or perhaps I should just say “Please don’t put this on your list of reasons why you should do mobile marketing.”

Anyway, if there’s one reason NOT do do mobile marketing, it’s because it’s new. Don’t do mobile marketing just because it’s new, or because it’s not a crowded space or because it’s uncharted territory. A lot of people will tell you to do it for those very reasons, but really, they probably just have very few better reasons.

Don’t get me wrong, it’s good to try new things, and it’s good to be adventurous. But sometimes spontaneity just isn’t smart. I’m not saying that anyone is actually doing Mobile spontaneously. I’m just saying that the idea of doing Mobile “because it’s new” would seem to lead to brands going Mobile for those flawed reasons. And I’m here to do my part in preventing that from happening.

Psychological illustration: Doing things “because no one else is doing it” is just as bad as doing things “because everyone else is doing it.” Like people who try way too hard to be unique, all for the sake of being unique. It’s like peer pressure in the business world, man. When really, you’ve just gotta do what’s right for YOU, even if that is like a lot of other people.

Why to do mobile marketing
Do it for better reasons than its newness: Do it because it’s right for both you and your clientele, and because it fits your goals and strategy. Do it because you offer something valuable to people out and about. You don’t need any more reasons than that.

Fortunately, innovation doesn’t depend on Mobile
Innovation isn’t about just being involved in all the latest, newest ideas; there has to be elements of strategy, intelligence, and objectives in addition to the experimentation. So if the idea of Mobile fits you, then it’s an added perk that you get to be involved in something new and adventurous.

If the idea of Mobile doesn’t fit you, it’s ok. By not participating, you’re helping to keep the mobile Web clean. But keep your eye on it, because maybe someday the time and space will be right. Mobile does not equal innovative, so don’t for a second believe that if you can’t do Mobile that you can’t be innovative.