For mobile marketing, take a different line

With the arrival of ever more sophisticated handsets and viable interactive technology, the mobile phone market is set for a dramatic change as major brand and intellectual property owners look to take existing content mobile. They should not assume, however, that delivering existing content for the mobile is simply a case of manipulating a few images, some sound and a little video. Creating high-quality content that works across all networks and handsets requires expertise and experience – without it, organisations will deliver poor content that rapidly undermines both brand value and the mobile opportunity.

The intimacy of the phone is both powerful and dangerous for brand owners. Getting the content provision wrong will result in a very personal, very bad user experience; get it right and the opportunities for building a strong, direct customer relationship are significant and will underpin the further extension of both brand value and mobile commerce as the market develops.

Graham Baines

Managing director

Fonedream

Lancaster

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here