The Core Issue in Mobile Marketing
A great letter to the editor of Mediapost in response to the article Marketing to the Disinterested by Steve Smith, a mobile industry commentator.
The response by Mark Pilipczuk from MAP Consulting LLC :
"You’re just seeing another manifestation of the constant push-pull between marketers and technologists. Technologists, and tech-savvy people, tend to love feature lists. True marketers will always want to home in on two or three key consumer benefits.
A lot of product development is unfortunately done via laundry list. Build the biggest, longest and most acronym-laden checklist and they’ll come, is how the thinking goes. But they, by and large, don’t. Nobody wants a ton of features. Tell me what the benefit is.
And I think that’s what a lot of the problem with the mobile web is. Forget the whiz-bang stuff you CAN do with the platform. Give me something that’s going to benefit me as the user.
Buy a soda from a machine with some kind of mobile micro-payment app lashup? Err, no. Coins solved that problem years ago. Give me a way to see a full web page on my phone so I can rebook a flight during a storm at LaGuardia (my actual experience on an iPhone). Now that’s a benefit I’m willing to pay for.
Think “benefit rich” products, not “feature laden” and we’ll get consumers to adopt our devices and media."
The response by Mark Pilipczuk from MAP Consulting LLC :
"You’re just seeing another manifestation of the constant push-pull between marketers and technologists. Technologists, and tech-savvy people, tend to love feature lists. True marketers will always want to home in on two or three key consumer benefits.
A lot of product development is unfortunately done via laundry list. Build the biggest, longest and most acronym-laden checklist and they’ll come, is how the thinking goes. But they, by and large, don’t. Nobody wants a ton of features. Tell me what the benefit is.
And I think that’s what a lot of the problem with the mobile web is. Forget the whiz-bang stuff you CAN do with the platform. Give me something that’s going to benefit me as the user.
Buy a soda from a machine with some kind of mobile micro-payment app lashup? Err, no. Coins solved that problem years ago. Give me a way to see a full web page on my phone so I can rebook a flight during a storm at LaGuardia (my actual experience on an iPhone). Now that’s a benefit I’m willing to pay for.
Think “benefit rich” products, not “feature laden” and we’ll get consumers to adopt our devices and media."
posted by malek @ 6:17 PM
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