Everyone is down on the campaign site. Ah, the old campaign website, doyen of the stressed marketer and jewel in the crown of online campaigns. What happened? Well, everyone is moving campaigns onto social networks, driving the audience to places they are familiar with and want to go; bit of a no brainer.

Now mobile marketing is getting in on the act in a big way. According to Alex Faber in NMA 65m users access their Facebook account using a social-mobilemobile devise and this group of users are 50% more active than non-mobile users. The biggest problem with campaign sites is that they are limited in what they can record and temporal in their impact. The ‘brand building’ benefits argument is holding up less and less and it seems Father Time is calling.

So far in the FMCG world Unilever, Coca-Cola, Kellog’s and Proctor and Gamble have ditched the traditional campaign micro-site in favour of social networks. For the mobile marketing community this is fantastic news, mobile devises are a natural fit with social media services and the commercial opportunities are there to be exploited. The stampede has started with the big boys and a key trend for 2010 is gaining momentum, mobile marketing will be there to mop up the rewards.

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