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Why recession is a great time to invest in mobile

via MobiThinking

With doom and gloom in abundance, the knee-jerk reaction for companies is to trim all marketing budgets, mobile included. Don’t. If consumers are changing their purchasing habits, surely this is the most important time to be talking to them (before your competitors do)? So why not choose mobile: the most cost-effective and targeted of channels.

MMA chief Mike Wehrs makes a convincing case for mobile marketing in times of recession in this interview. But mobiThinking wanted to go even further, so we’ve rounded up the latest analyst research and the views of the marketing elite.

First to the marketing folks…
mobiThinking approached the authors of two of the world’s most popular marketing blogs (both Top 10 in the Power 150 for their opinion.

Chris Brogan, founder, Chrisbrogan.com:
“I say marketers should shift a bit more of their budget into experiments during a recession, because that’s where the breakthrough opportunities will come. If you already know the results of the tried-and-true, then you know what your budget can sustain. But what if you tried mobile and got a huge boost? That would be worth it. For that reason alone, shifting some investment into mobile marketing would be a good call, in my estimation.”

Piers Fawkes, founder, PSFK:
“It’s about thinking different rather than investing more. Consider how applications can help deliver your brand experience and service rather than sending a message to a phone that is disconnected with a product and service. Applications are leading this charge, but I find it hard to differentiate Web spend and mobile spend when it comes to their development – it’s really the same thing these days.”

read full article here.