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Friday, June 24, 2011

Mobile Has Not Changed Anything When it Comes to Messaging and Advertising

Written by  Ira Koretsky

This morning I attended a breakfast discussion on mobile technologies hosted by AFCEA Bethesda, "Mobile Technologies – Info on the Go."  While the focus was on technology, one of my conversation partners asked my opinion on what has changed with regard to messaging and mobile.

Without hesitation, I told her, "it hasn't."

Advertising and messaging has ALWAYS been about using the right words to attract the right audiences. Mobile is just another means of connecting to and with audiences.

Think about the common attributes of successful advertising campaign. Some of the top attributes include:

- Unified message. This message brings everything together in a short and succinct phrase. Think newspaper or magazine headline.  And the message is unified through all communications used by the organization.

- Unforgettable message. The message is memorable and understandable. Effective word-of-mouth relies on these very principles. One of the best examples are the commercials during the US Super Bowl. Can you name another televised event where consumers truly look forward to the commercials?

- Story. Advertising needs a story the listener/reader can immediately relate to. Great advertising is all about the shared experience. The advertising has to deliver on making tomorrow better, in some way. Otherwise, why would anyone buy it?

- Specific target audience. Specific campaigns to specific audiences yield better results time and time again over broad appeal campaigns.

- Integrated approach. Organizations use the right communication channels to reach the right audiences. Today, we have the traditional channels of magazines, newspapers, billboards, television, and radio. The newer channels include mobile, blogs, video blogs, podcasts, banners, and videos (Note:  We've identified over 450 communication elements there are lots more I could add).

- Measurement system.  Marketing must evaluate continuously what is working and what is not working. Think A|B testing or more complex approaches with A|B|C|D|X testing, surveys, couponing, and polls.

Additional Resources:

-, Top 100 Advertising Campaigns
- Define Yourself in a Way That’s Relevant to Your Target Audience
- Advertising is the Same Worldwide
Ira Koretsky

Ira Koretsky

Ira Koretsky is the president of The Chief Storyteller®, a boutique marketing and sales consulting firm. He has delighted audiences around the world helping them achieve better business outcomes and accelerate their revenue with highly effective written, spoken, and social media communications. With over 25 years of experience, he is a sought-after global speaker, columnist, consultant, and executive coach. Twitter @chiefstorytellr

Website: E-mail: This e-mail address is being protected from spambots. You need JavaScript enabled to view it

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