In case you haven’t heard around the blogosphere (like here and here and here), today is Mobile Tuesday. Kudos to Mobigosee, the company behind this event for their great PR.  I hope the results of the campaign are as successful.  Given the current economy, they are launching with fewer advertisers than hoped, including McDonalds, Finish Line and Red Tag.Over 18,000 people have signed up, mostly through sites that promote Black Friday deals.  That is good because I visited all three of these companies’ online sites and didn’t see a thing about it.  Some went so far as to promote their social media initiatives like McDonald’s podcasts, Red Tag’s blog, or finding Finish Line on Facebook or MySpace.  I became a fan but still don’t see any mention of how to opt-in for coupons or mobile alerts.

Other retailers such as Gap and Sears have also created mobile campaigns.  Gap put together an iPhone app that allows you to put together outfits, generate a wish list, and find nearby stores.  Ok, that is cool.  But I’m a frequent Gap shopper, Gap card holder, Gap online shopper, and iPhone user who frequently visits the App Store, but this is the first I’ve heard of it.  Why?

Why are these companies investing in mobile if they don’t integrate it into their marketing mix.  As a marketer, it drives me crazy when I see companies doing really cool things in mobile, but not promoting it.  Even if it is a test, how can you effectively test a medium if you put it out there but don’t tell anyone?

We have a really great case study about a recent mobile site launch that has done an excellent job promoting its mobile presence and it has resulted in one of the most, if not the most, successful mobile launches ever.  Stay tuned for details.

Tamara Gruber | RSS 2.0 | Comment it , or trackback this post.