What's The Next Big Critical App For Mobile Marketing (Hint: It May Be White)
So whatâ€™s the critical app for mobile marketing content? Well, if youâ€™re Walt Disney Studios, it may be Hollywood produced entertainment programming. But if youâ€™re a client of online marketing organization Ansible, it may be white papers. Thatâ€™s right, those turgid, though sometimes insightful, documents that are ordinarily presented by industry consultants, apparently are a powerful new mobile marketing medium, according to Ansibleâ€™s Chris Lorenzoni.
â€œIâ€™m sitting next to a guy from Disney,â€ Lorenzoni said, referring to fellow OMMA Video panelist, Disneyâ€™s Todd Mendeloff, â€œand Iâ€™m talking about a teaser of a white paper weâ€™ve got.â€
So white papers are king? Well, maybe not, but they are at least showing some impressive opt-in rates, according to Lorenzoni.
â€œPeople are interested in a white papers,â€ he said, adding, â€œAt the end of the campaigns, we proved out that there is an interest. It may be a novelty right now from people who want to see what they can get on their phones.â€