The Lunch Pail

Last Friday I provided the first two New Year's Resolutions on my list of 5 online marketing resolutions for 2009. Without further ado, here are the remaining three.

First, what can I do to help solve the inherent issues that often make mobile marketing a daunting proposition for many of our clients? Is activism within the MMA or other organizations a positive investment, to help promote the voice of many marketers who see far, far too many hurdles and costs to get in the game? Why does a marketer new to the mobile arena need to pay for three months of short code fees while their campaign brief sits in queue with the carriers? This is one of a dozen barriers to adoption of the channel.

Second, notwithstanding the issues above, I want to help marketers see the light and go to market with programs and campaigns that meet my very exacting criteria:

1. Provide content and/or services that consumers want
2. Provide content and/or services that are user-friendly
3. Enhance consumer perceptions of, and relationship to, the brand
4. Provide a positive return to the brand

Ideally the positive return is revenue, but this metric is not the bottom line for all brands, or all communications that bring positive return. Service providers, not-for-profits and fundraising organizations can all accomplish significant coups in their communications practices with the mobile channel. I resolve to help solve their problems and bring good things to their marketing mix with mobile programs.

Go where the money is
Jeanniey Mullen, in her ClickZ column, hit the nail on the head with her recent observations: More and more non-retail marketers are jumping on the “holiday retail season” bandwagon and temporarily re-inventing their pitches, taking advantage of established consumer behavior. These are the B2B companies and service providers – marketers who traditionally sit on the sidelines thinking their products aren’t “giftable”. Several of Knotice’s customers in the Cable and Broadband industry are realizing the benefits of positioning their services as can’t-miss media and entertainment gifts for a family that wants to save money and spend more time together. 2009 is a time to test campaigns focused on taking advantage of well-established buying seasons… even if youre business doesn’t fit the traditional retail mold. President’s Day, Valentine’s Day, Labor Day, Thanksgiving and the year-end holidays. As the economy struggles, every marketer has to ask whether they want to be pulling the bandwagon up the hill, or jump.

Work smarter, not faster
I am the world’s number 1 offender in this regard: Blame it on the tyranny of the urgent, or ironic reality, that our incredible technologies in fact give us less time to accomplish our many simultaneous tasks. Despite all the incredible technologies associated with the creation and distribution of advertising and marketing communications online, there are still some basic truths that will never go away:

• Planning takes time, planning will always take time, and planning will always be necessary.
• Good copy and good creative takes time.
• While our tools may help us collect, compile, slice and dice – good things happen only when we invest our time in sound analysis.

These things still take time. These things are why we are professionals in the art and science of marketing. Let’s not forget this.

Happy New Year to everyone. Best wishes for a productive and successful 2009.