CBA pro­fessor Fareena Sultan recently spoke of the world­wide reach of mar­keting cam­paigns into palm-​​sized devices such as cell phones and mp3 players, and the oppor­tu­ni­ties emerging for busi­ness and adver­tisers. Sultan is an asso­ciate pro­fessor and the Robert Mor­rison fellow in the Col­lege of Busi­ness Administration.

Addressing recent sym­po­sium on mobile mar­keting at North­eastern Uni­ver­sity, Sultan, event co-​​chair, dis­cussed ways mobile mar­keting is eclipsing tra­di­tional adver­tising — find­ings she and col­league Andrew Rohm, assis­tant pro­fessor of mar­keting, have made in four years of study.

Sta­tis­tics clearly show that half of the world pop­u­la­tion is now con­nected through a mobile phone and that tech­nology is devel­oping rapidly,” Sultan said, noting, “Other global brands such as Nike, Coca Cola, Volvo and many others have already engaged in mobile marketing.”

People are just more attached to their mobile devices than other elec­tronic devices that could serve as adver­tising plat­forms, Sultan explained during the Mar­keting Sci­ence Institute’s con­fer­ence. The event was co-​​sponsored by the Col­lege of Busi­ness Administration.

The mobile phone is a device that is unique in that con­sumer attach­ment to it is unprece­dented,” she said. “The unique attach­ment to this device means that the mar­keters have to have some­thing of value that the con­sumer wants in order to reach them at this per­sonal level.”

The point of the sym­po­sium was to help mar­keting and adver­tising pro­fes­sionals find ways of pro­viding value-​​added ser­vices to con­sumers in such a way that a con­sumer would wel­come the reach into their hand­held, pri­vate domain.

Said Sultan, “Mobile mar­keting is a new mar­keting par­a­digm. If used effec­tively, it can enhance brand aware­ness and spark pos­i­tive atti­tudes toward the brand.”