An ansible is a hypothetical machine, capable of superluminal communication, and used as a plot device in science fiction literature. It’s also the name of a new mobile marketing firm owned by Interpublic Group of Cos.
According to Ad Age, Ansible is a joint venture with Velti, a mobile-technology company. Larry Harris, formerly exec VP-director of integrated marketing, DraftFCB, will lead the New York-based company.
Ad Age asked Mr. Harris how he would advise a marketer looking for mobile opportunities?
Start with the objectives. Know your audience. Understand their behavior with regard to how they use the mobile phone, how they can relate to your product. Think very hard contextually. In Europe, a lot of package-goods marketers use on-pack promotions which are working very well. You need to know your customers as to how they use wireless. You need to know how you can capitalize on their behavior. What’s the right content and how to shape it. It’s test and learn.
