More Than Mobile
Why? Well Im writing this as Gareth Southgate chews over Barcelonas destruction of FC Stuttgart in the Champions League on ITV, and during the ad break that happened five minutes ago, one of the ads was for...Orange Wednesdays.
When I look at the search terms that have brought people to this particular story on the site, I have to concede that a good number of them were merely trying to find out who was doing the voiceover, so they will have left disappointed, but it just goes to reinforce the point that sensible marketing people have been saying forever, and which I hope youll forgive me for repeating here: that any one channel - even mobile - shouldnt be seen in isolation.
We know that TV advertising drives a lot of search traffic, as people sit watching TV with the PC switched on, or a laptop on, er, their lap, as this example proves. And we know that a lot of brands are using mobile to great effect to drive response from offline campaigns on billboards, press ads and TV. Ive even heard stories of traffic to websites and mobile sites spiking the day after a Bluetooth campaign, for all the stick that particular mobile marketing technology receives.
Im as enthusiastic as anyone about mobile as a marketing channel, but I think we should remember sometimes that there is more to life than mobile, and if you want to get the most out of it, it pays to think about how you can use it in tandem with, and not necessarily in place of, other channels.