[ swarm theory ]

Everyone keeps asking if 2009 will be the year of mobile. I don’t believe that mobile acceptance and use by brands will come in one big storm, but that it will (and already is) slowly work its way into the overall marketing mix for companies, and significantly increase the reach and connection between a brand and the consumer. The goal of mobile in the marketing mix is not to replace other channels, but to provide a deeper connection for brand communication that will build trust, and carry over into other marketing channels (web, retail stores, etc.)

Mobile marketing & commerce has four main categories:

Mobile marketing

• SMS/Text message marketing
• Mobile internet website
• Content delivery
• Affiliate mobile marketing
• Mobile SEO

Mobile advertising

• Mobile internet ads
• PPC/PPA search
• Local

Brand content delivery

• Text content delivery
• Billing options
• Mobile site downloads
• UGC (user generated content) communication and connectivity

Mobile commerce

• mCommerce site
• CSE
• Mobile marketplaces
• Hybrid’s: mCommerce with in store pickup

I will try to break each category down in the coming weeks, along with provide some links to companies that are doing some innovative things in the mobile space.

I went to the Shop.org Strategy and Innovation Forum last week in Orlando, FL. The event was focused on “Opportunity from Adversity”, with insights in delivering on digital retail in the challenging economy. Innovation was the theme, but I think “Incremental” would have been more appropriate. Or perhaps “Doing more with what you have” (but that doesn’t sound nearly as cool as innovation).

“Be mature, but never act your age”

The most entertaining presentation was from Bob Thacker. The SVP, Marketing and Advertising for OfficeMax, presented his “Chewing Gum and Bailing Wire. Big Ideas with Little Budgets” keynote with enthusiasm, and hard driving real world examples - delivered in high quality video format. His consistent message that major opportunities come from depression times, was continually supported with OfficeMax marketing campains like Elf Yourself, Schooled, and Save A Penny. Each of these campaigns were risky, but all delivered huge ROI and insane media mentions - and a measurable increase in brand affinity.

Above: AC and Bob dicussing the “Elf Yourself” campaign (or hairproducts:)

Mr. Thacker’s philosophy was refreshing, and his use of relevant quotes did a good job of supporting his message. Here are a few of my favorites:

“Lean and mean doesn’t have to be trim and grim”
“Why run commercials when you can own the whole store”?
“Look before you leap…THEN LEAP”
“Don’t make ads - make news”
“No pessimist was ever a brilliant marketer”

I hope I can apply some of his philosophies to my client campaigns, and look forward to continued marketing innovation from OfficeMax. “Those who say it can’t be one, shouldn’t interrupt those who are doing it”. Right on Bob, right on.