Consumers come first

This first way to do this is to offer the consumer an experience. Using the mobile channel for this is ideal because mobile is new, fresh and is likely to capture the attention of the viewer. Furthermore, you can incentivise the consumer by offering them something not directly associated with your main message.

This is currently being done very effectively in the online space. Take the Great Pockets website (www.greatpockets.com) featuring Henry Needle & Sons. While this is an international promotion, it has a South African flavour as local actors were used in the creation of this impressive flash site (which you'll need a broadband connection to view).

The point

Whether the site makes you go out and purchase the product it is promoting is not totally the point. The experience the consumer has one the site will not only leave them feeling like it was worth visiting the site, but they'll probably tell their friends about it and encourage them to visit Great Pockets so they too can find out just what Mr Needle is up to.

If you're haven't seen it yourself, go and have a look. It's worth watching. And if it's worth watching, that says a lot about the brand behind it.

Taking this principle into the mobile context, mobile marketing can provide a similar multimedia experience to entertain the consumer.

One of the best examples of this is MMS. Because MMS can include video, sound, graphics, a voice-over and text, you're able to create a multi-slide presentation that is entertaining, moves quickly and keeps the attention of the consumer.

In addition, if a well-known song is used in the MMS, it can be saved as a ringtone, while wallpapers of celebrities can be used as backgrounds. MMS therefore not only provides a great experience, but has the ability to leave something with the consumer, which strengthens the experience.

Extend brand further

A good experience will probably result in them forwarding the MMS on to someone else which will see the brand extended further.

Another example of mobile marketing making an impact is mobi websites. Mobi sites are customised for handset use. Consumers can place orders, purchase products or find information about a company from a mobi website. Mobi websites are now are even capable of streaming sound at GPRS (general packet radio speeds).

So while mobi websites may be used in marketing and extending the brand of a company, they can also be really practical function, offering useful services to the consumer wherever they are.

The principle of making mobile marketing captivating by offering consumer something can be extended with discounts or bar-coded vouchers.

For example, an MMS could provide a discount to the consumer if the MMS is take into a store and shown at the cashier. This is used practically to increase sales for the company, while offering the direct benefit of money back in consumers' pockets.

Extra point of contact

A barcode in an MMS could either be used as a voucher or a coupon. The customer would simply take the barcode into the store, have it scanned and be able to use the voucher or redeem the coupon. This not only provides benefit to the consumer, but creates an extra point of contact with them in-store.

The MMS could also promote a SMS competition offering a prize. This can be used to showcase new products and offer consumers the chance to win one for free.

The most important thing about all of the strategies mentioned above is that the consumer's time is used effectively. Let's face it, the mobile world makes the consumer even more demanding and they won't waste their time on something they don't believe to be worthwhile. Mobile marketing provides the opportunity to hold the consumer's attention and give them something in return for that.

Campaigns will have to be innovative, interesting and offer something even to those who may not buy the product or use the service. Because if you can capture their attention, they're more than likely going to want to share it with someone else. And that is the power of mobile. No one passes on TV, radio or print marketing. On a cellphone it's as simple as a couple of clicks and pressing send.