The Confident Copywriter

The Mobile Marketing Association (MMA) defines “mobile marketing” as “the use of wireless media as an integrated content delivery and direct response vehicle within a cross-media marketing communications program.”

In layman’s terms? Your cell phone isn’t just for talking anymore.

You probably already know this, given the multiple capabilities offered by iPhone, Blackberry, Droid, etc.

But you may not know this: For mobile marketing to work best, integration with traditional and digital media is key. Integrating mobile marketing efforts with TV, radio, and online advertising enforces the sales message and drives target audience response. If the mobile message involves, for example, a 1-day coupon, integrating various other media reinforces the message.

That is precisely where you, my copywriting friend, fit in perfectly.

Allow me to explain.

The company who adds mobile marketing to its overall marketing plan has specific goals in mind, which may include:

• Increasing brand awareness
• Creating an opt-in database
• Driving event participation or attendance
• Boosting revenue
• Enhancing customer loyalty

Aren’t these goals exactly what your great copy achieves for clients?

Sure they are. Mobile marketing simply adds a new dimension.

Here’s the takeaway: The world is changing. The Internet is really changing. New technologies appear every day. If you think you don’t need to care, simply because you’re “only a copywriter” (as opposed to, say, an IT pro), you’re wrong.

Your clients sell products and services. They need words to do that. Wonderful, optimized, well-positioned words. But your clients are also keeping up with new technologies. They are implementing the latest optimization tactics. They are dabbling in social media. They are learning about mobile marketing. Why? To remain competitive.

I realize I’m suggesting one more “to do” in your crammed day, but consider this:

The most successful copywriters are also successful business owners who understand the full spectrum of marketing solutions available to clients.
Do you take time to educate yourself about new technologies, so you can hold your own in a client discussion? You don’t need to switch brains with Bill Gates. You simply need to learn the basics and become familiar.

After all, your client could call any minute, asking for “mobile-specific content.” If he does, will you be ready?