How dependant are text messaging campaigns on the cultures that support them? Will the same Asian and European campaigns work in the United States? Over 1 million Koreans bank by phone . UK Coke declared the mobile channel potentially more viable than TV. Yet with over 66 million people text messaging in the United States, why hasn’t it had a greater impact on our culture? The Ipod revolution had to occur first. With song and video ipods portable and pervasive, we’re expecting more from our mobile devices. Ringtones and mobile jewelry providing the 12-24 demographic with new ways to personalize their cell. Stock quotes and weather alerts are introducing SMS to a new demographic.
We’re due for the cultural shift.
We’ve seen it in some respects with text message advocacy. U2’s mobile fundraising, Hurricane Katrina’s sms relief, and a text campaign to save former gang member Tookie Williams are recent examples. However, text messaging is not yet nearly as essential to the average American as it is to the rest of the world.
A Boston based company is challenging that assumption by incorporating text messaging with virtual community building in real spaces. LocaModa Inc’s is launching Wiffiti, virtual bulletin boards in public spaces like coffee shops and bars. The Someday Café one of my local spots, is their first worldwide launch next week. I went there today and observed several things that might just make this idea work. College students. Nonverbal communication. Bulletin boards and collaborative art books. I look forward to seeing how this flesh and blood community translates into a virtual one and wonder if the technology will have an impact on the demographics in Someday Cafe.
Culture shifts start local; I’ll keep you informed when they launch.
*Picture taken with my citizen journalist weapon of choice
Of: Someday Cafe Bulletin Board before change
See also:
Mobile Activism
Mobile Community
2 Comments:
Zach,
Thanks for this post. I've added it to my list of blog posts marketers should read on "Much Ado About Marketing", my blog about blogs about marketing.
I've always been curious about SMS/text campaigns ... is it easier to reach a "burnout" point with consumers on this kind of thing? How do you keep someone engaged?
Personally, I see a great advantage to texting a friend or colleague - but that's a one-on-one relationship. I wouldn't think mass texting would have the same kind of appeal, does it?
I'm relatively unfamiliar with successful text campaigns and would like to hear more. Please post them here or feel free to e-mail me directly with your thoughts.
Thanks again,
Mike Bawden
Brand Central Station
Mike,
Thank you for your comments. There are many American companies engaged in text message campaigns. Notably, Frito-Lay, Clear Channel Radio, and Maybelline New York, see (www.hipcricket.com/clients/asp). Additionally, feel free to consult: del.icio.us / QuiverandQuill / mobile for relevant subject matter.
You make an excellent point regarding a tension between personalizing messages in a mobile channel and appealing to a mass audience. One solution is the way that messaging involves the participant. Conceptually, there are a few questions worth asking before launching such a campaign. Is it enjoyable? What’s at stake for the user? Does this utilize the portable, live, and measurable attributes of an SMS campaign?
I think we’re in the if/then stage of mobile marketing. If you text, then you will receive xyz. However, as we evolve to communities that better support text messaging, once text messaging becomes fully integrating into our culture, we will transcend this binary form of marketing. We may arrive at a place where our relationships with brands are rewarded through mobile interactions, which will have daily relevance to our lives. At that point, mobile marketing becomes our way of expressing ourselves, rather than our way of being targeted.
I appreciate your feedback and enjoy your blog coverage in Brand Central Station.
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