Mobile Device Marketing: Nirvana or Nightmare?

Mobile devices may be the PCs of the future as we use ever more applications on an increasing number of wireless platforms.

Here are some marketing applications I’ve heard about.  And yes — these are all real applications people have experienced or envisioned:

• We could be purchasing a product and receive a ping on our phone telling us about similar products we may be interested in.
• We could be attending a business event and receive a ping alerting us to the current location of other attendees who may be our potential buyers at the same event.
• Already developed, I recently heard about a mobile job alert for young job seekers. Based on their qualifications, work preferences and locations, their phone is pinged when a part time work assignment comes up. The alert filters for jobs matching the seeker’s location, skill and wage requirements.  This gives a ‘first dibs’ jumpstart to the quickest responders.

It would be hard to image life without mobile devices. In some cases our wireless gadgets are becoming appendages to our person. Imagine the panic you’d feel if you misplaced your phone.  If they are so near and dear, then it makes sense that many marketers are turning to these devices to send us that captivating message that will inspire us to act.

Will marketing messages to mobile devices play a greater role in the future?

The question becomes will messages to our mobile devices become our nirvana?  Will it get us the right message at our finger tips at the exact right moment, helping us to take advantage of a great opportunity?  Or will they become or our biggest nightmare?  Will they inundate us with unwanted messages every time we make or do something, like browse, buy, or research?

It depends.  The mobile youth awaiting that perfect part-time opportunity, who receives that ping, responds fast, and gets the job will view the message as a great opportunity. But the practical shopper who just bought a much needed item and wants nothing more may find the added messages intrusive or annoying.  The shopper who can’t wait to hear about the next deal or what to accessorize with the sweater they just bought may welcome the marketing messages they receive after their purchase.

What are your thoughts? Is mobile marketing your nirvana or worst nightmare?