Author Rick Mathieson presented, The Five Strategic Advantages of Mobile Marketing at our New Paradigm Event, on December 1^st.

On a snowy Chicago morning in December, textual relations kept the audience warm as we piled into the Merchandise Mart to hear how in this “don’t call us, we’ll call you” world, wireless technology may be the quickest way to a b-to-b customer’s heart.

Author and postmodern marketing expert, Rick Mathieson, insisted the audience leave its cell phones on as he took us on a wild ride through the many facets of mBranding: the use of mobile to differentiate a brand.

Rick put audience members in the right frame of mind to join the millions of marketers who will ultimately cause mobile marketing spending to top $5 billion by the end of next year, debunking several mobile myths along the way. Among them that text messaging is only for the young: In fact, 37% of 30-49 year-olds use text messaging on a daily basis.

Cell phones were charged and at the ready as Rick led us through next-generation business models and how mobile is changing the playing field on which b-to-b marketers compete.

He also explored the five strategic advantages of mBranding (defined by Rick as “The use of mobile to differentiate a brand”), listed in order as:

	Immediacy
	Interactivity
	Intimacy
	Mobility
	Immersion

While Rick was quick to point out that because b-to-b often lags behind consumer marketing, b-to-b case studies for mobile are few, he offered great fodder for audience members to create their own b-to-b success stories.

All this leaving us to remark that the Internet, for all its marketing potential, is so 20th century.

See for yourself

Watch it on mobium.tv

“The Evolution of Brand: Will Cell Phones and Techno-Marketing Evolve Business or Take it Backwards?” is another in Mobium’s New Paradigm Series—exploring the revolutionary changes that are altering business-to-business communications, and one of the BIGfrontier breakfast seminars.