Mobile Marketing, It's The Biggest Opportunity Brands Have Ever Had

A great read on mobile advertising.

From Media Week.com Mobile offers agencies media opportunities

Marketers, networks and media players agree mobile will be a potent advertising platform, but what will trigger its development?

On the one hand, nearly every consumer in the country has a mobile phone next to them almost constantly, providing a huge opportunity for brands to build personal and personalised relationships that can be acted on at any time of the day.

When it comes to the more innovative ideas for mobile campaigns, some brands are starting to take advantage of a system offered by companies like Hypertag which effectively allows the public to interact with posters through mobiles

Jeremy Wright, co-founder of mobile media specialist Enpocket – which works with Cadbury and Orange and which commissioned the research showing consumers would rather give up web access than their phones
For now though, the focus is firmly on marketing as opposed to advertising.

"It's the biggest opportunity for brands they've ever had. Mobile's got the reach of television, the accountability of the web, the precision of direct mail and the personalisation of e-mail. The thing is, you can't just play at it."

When it comes to the more innovative ideas for mobile campaigns, some brands are starting to take advantage of a system offered by companies like Hypertag which effectively allows the public to interact with posters through mobiles

Anil Malhotra, founder of mobile marketing firm Bango, has been experimenting with what are called "spot codes"

"It means you don't have to text short codes, you just photograph the spot code and you're straight at the page the brand wants to show you," he explains.
"One click of the camera phone and they're on the page the brands wants to take them too.
(After looking at this closer, it looks like Anil is referring to OP3's ShotCodes. A little background here. Bango was a High Energy Magic partner before OP3 purchased the technology)

Bango has revealed plans to trial the technology with HP and Vodafone and believes that handsets with spot-code-reading technology will be common place in a couple of years