But Will It Play in Tulsa?
by Erik Sass, Oct 30, 2008, 2:14 PM
Mobile marketers would do well not to get ahead of themselves, according to Patrick Moorhead, director of emerging media Ave. A/Razorfish -- or rather, they need to realize that they arenâ€™t necessarily the target of their own mobile campaigns. Moorhead pointed to the fascination of marketers with the possibilities of new technology, which sometimes leads them to produce campaigns that arenâ€™t accessible or useful to the masses. For example, marketers are debating whether text messaging and short codes are obsolete, but using the shorthand of â€œthe guy in Tulsa,â€ Moorhead said that â€œfor the Tulsa consumer, text messaging is cool.â€ He added: â€œThereâ€™s a tendency in the industry to focus on the bleeding edgeâ€ of mobile technology. â€œThereâ€™s a tendency to focus on the iPhone app because itâ€™s sexy and cool, but the Tulsa consumer doesnâ€™t have an iPhone.â€