Sometimes it seems like the old guard on Madison Avenue considers themselves a sort of “Supreme Court” on when and whether a media option will get their blessing, and in at least one case, believes their opinion should shape the future survive-ability of that media.
I’m referring to an article on Papa John’s excellent understanding and upcoming use of Mobile Marketing which appeared in Mobile Commerce Daily, written by Rimma Kats, Tuesday. In the article, a Mr. Buckingham is quoted several times with what appears to be a seriously flawed viewpoint on Mobile Marketing and in my opinion clearly believes that the advertising establishment will determine the viability of what the New York Times has already admitted is “the most powerful media ever invented.”
My response appears (submitted yesterday and yet to be “moderated” by the publication at this writing) below and has also been submitted to Mobile Commerce Daily:
With all due respect to Mr. Buckingham, I would take issue with the concept that registering or signing-up is a deterrent to engaging the customer.
Industry statistics repeatedly confirm that a value-added offer in exchange for simple contact information reliably increases participation and engagement.
The mobile ordering process naturally requires the customer to provide some information be submitted using the mobile device whether to claim the offer, pick-up the pizza at the store, or pay in advance for on-site delivery.
Executed appropriately, the submitted information triggers the offer, engages the consumer (who reads 97% of all text messages they have opted to receive within :30 minutes) and gives Papa John’s an extended opportunity to connect with the customer, offering more specials and increasing engagement with the brand.
Papa John’s has no doubt discovered that 33% of Smartphone users are engaged in watching TV simultaneously—nothing to do with high traffic locations, but a natural response to well-placed TV spots (which further mandates a shift in the creative development platforms for television advertising.)
To suggest that, “The success of the recent Millennial Media IPO will attract more attention and credibility to the sector,” intimates that somehow the advertising community’s endorsement will determine the acceptance of mobile advertising.
This time the consumer has arrived and embraced the media, know what to do with it and are significantly ahead of traditionalists in the advertising community. If anything, the advertisers are being trained by the consumers this time.
“The eyeballs,” are on mobile savvy advertisers like Papa John’s. They get it and are profiting from it ahead of their competitors.
Believing the agency world will dictate the success or failure of this media is ludicrous.