Building brand dialogue with mobile marketing

Looks at ways that marketers can use the ubiquitous mobile phone as a channel to the youth market. Emphasises that children use mobiles in different ways from adults: texting, two‐way interaction and entertainment are more important to them, and marketers have to take this into account. Lists guidelines for effective campaigns: targeting, permission, peer2peer, value added, interactivity, relationship management, simplicity, measurement, fun, and incentives. Outlines legal and moral aspects of mobile marketing to children in the UK context. Ends with case studies: 20th Century Fox’s promotion of “Planet of the Apes” to Vodafone’s consumer base; the Golden Wonder promotion in April 2002 by marketing agency Triangle, using voice recognition; and Sony MiniDisc’s use of text messaging.