Emerging mobile marketing formulas

Richard Robbins is the director of media innovation at AT&T, the blessed mobile carrier partnered with Apple to serve packets to it's iPhone from tomorrow. On imedia connection he's quoted as giving this little gem in response to the question of "what advice he would give to creatively market on the mobile platform?":

• Keep yourself in the mind of the consumer


• Figure out ways to leverage the benefits for the channel.


• Incorporate your mobile campaigns into your other campaigns.

Part of the challenge is said to be getting people to use their phones to interact when there are other options. Like what I wonder? In terms of enterainment on mobiles, "it must be good and it must be simple to use, it can't just be novel or too clever". We don't want to desensitise people to mobile content now, do we. There must be a compelling reason to add a mobile campaign to a marketing plan: "When it's done right and there is a good reason, mobile is incredibly powerful".

Done right, with a good reason. Well, that's easy then.