PR Training Pulse of the Profession

Sure, It’s Mobile Marketing, But Hold the Phone

I know some executives at Life Lock, the company that helps you protect your identify. It’s a great service and I need to contact them, because through the advancement of technology, writers, bloggers and even some marketers have stolen the identity of “Mobile Marketing.”

The headlines trumpet the pros (and sometimes the cons) of “Mobile Marketing.” Given the nature of what I do, this type of headline grabs my attention.

But a few words into the lead of such articles, it’s clear that the writer or blogger is touting Mobile Phone Marketing. Somewhere along the line, even with the success of mobile marketing tours and experiential programs, too many people are under the assumption that “Mobile Marketing” means reaching a target audience via their mobile phones.

(Side note: I know some people in the industry who walked into a “Mobile Marketing” seminar as part of a marketing awards show/conference; same thing, mobile phone marketing.)

Ugh. Stop it, please, and let’s not let technology get in the way. While the future of Mobile Phone Marketing may be bright, companies are still planning and executing the original Mobile Marketing concept — mobile tours and experiential programs — at an incredible pace. And that’s with a sluggish economy and ridiculous gas prices.

So perhaps it’s just a pet peeve, but headline writers and bloggers need to restore “Mobile Marketing’s” identity to its rightful owner — the tours and programs that cut through the clutter and reach the consumer via in-person experiential programs or mobile tours.

I’m excited and honored to be presenting at the PRSA 2008 International Conference. I hope you join me at Leveraging Mobile and Experiential Marketing to Drive PR in Detroit, MI.

Keith Green is vice president of marketing and communications for Synergy Events. Prior to Synergy Events, Keith was the director of public relations for the Richmond International Raceway, as well as assistant director of community relations for the Philadelphia 76ers.

Join Green for his teleseminar, Leveraging Mobile and Experential Marketing to Drive PR, on September 23, 2008, at 3 p.m. EDT and/or with Stan Phelps for this co-presentation at the PRSA 2008 International Conference: The Point of Connection on Tuesday, October 28, 2008 in Detroit, MI!

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