I recently attended OMMA Mobile here in LA where it was very interesting to hear mobile marketing experts share their experience in the industry as well as case studies. I would say that the conference focused on the challenges as well as the opportunities for mobile marketing, and precisely because there are challenges some keynote speakers shared successful case studies that illustrated the opportunities available to advertisers.

A successful mobile initiative by Land Rover was discussed and compared to  online marketing. The main point of this discussion was that although mobile advertising CPMs are significantly higher than those for online, Land Rover’s mobile lead-gen campaigns have resulted in higher ROIs than online campaigns due to the advertiser’s ability to directly reach consumers on their cell phones.

Some key takeaways:

-You don’t have to overwhelm clients/advertisers with fancy, complicated mobile initiatives. Great things can be done with simple SMS campaigns. This is also a smart way to test the waters and make your client feels comfortable in this emerging (not considered emerging anymore at the conference) marketing arena.

-Mobile providers like Virgin Mobile and media giants like AOL and Yahoo are knee-deep in creating mobile-specific sites and content to extend their brands and accessibility to consumers. They are believers in the power of directly reaching consumers.

-The iPhone is a bigger deal than most people think, and this is not due to the cool factor, but mainly because it has revolutionized the way mobile media and content are consumed. The iPohone has therefore paved the way for other phones to come as well as forced brands and sites to offer more to a tech-thirsty generation.

-There is still a lot to learn about mobile marketing—there are mistakes to be made, and it is from these mistakes that advertisers will learn how mobile fits in their overall strategy.

Isabella Bejarano, Sr. Account Executive

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Tags: iPhone, Mobile, mobile marketing, OMMA