The power of mobile

There really are new opportunities from the mobile sector to offer new ways to reach markets; after all mobile is just a new media channel.

Improvements in handset technology and faster IP connections will lead to more convergence, but understanding mobile marketing requires an understanding of the user's relationship to technology.

This is a device that most people have with them most of the time, but most users see the primary function of their phone for; calls, SMS and storing numbers, and something that is very personal to them.

For many people, their phone is connected to their identity in the same way as the clothes they wear, so to get a brand onto a phone, it must be invited.

They key to successful mobile marketing is the development of specifically made mobile content in conjunction with other, and to enhance, existing media, offering a seamless experience and meeting the identity needs of the user.

All you have to remember is that mobile is just a channel. Mobile is personal and cherished and should be integrated. Mobile provides immediate interaction and is a powerful viral network. And ultimately, mobile is, mobile.