Kodak outlines strategy for mobile marketing adoption

Eastman Kodak has published a guide on mobile marketing, outlining the company's shift toward leveraging mobile devices as a primary communications channel. Jeff Hayzlett, Chief Marketing Officer at Kodak, described the move as a transition toward a more direct, persistent, and two-way dialogue with customers, moving beyond experimental efforts to tangible results.

The company has begun incorporating mobile functionality into its core products, including photo-sharing applications and mobile-linked printing services. Kodak’s recent initiatives, such as SMS contests and crowd-sourced social media campaigns, serve as case studies for how established brands can reach users outside of traditional internet environments.

The guide emphasizes that mobile marketing should function as one pillar of an integrated marketing approach. While the technology landscape remains fluid, Kodak argues that the persistent connectivity of mobile devices offers an unprecedented opportunity to drive brand affinity and gather rapid, actionable consumer feedback.