You've got to get it right or consumers will shut you out. Understanding consumer preferences is the place to start.



  

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Thursday, January 26, 2006

Advertising to the mobile masses

Advertising to the mobile masses

Well done to the PR firm at Third Screen - they are certainly getting plenty of press coverage.

Skip all the way to the end of the article and you'll see the traditional "money shot" quoting budgets of $100K- $200K and a recent $1.6M procurement.

That's all very nice - but there will be one minor problem. There isn't enough qualified inventory in the market to satisfy a $1.6M budget unless the campaign runs for 2-3 years.

What do you mean by inventory? you say... I mean the number of page impressions or mobile messages that would be required to charge off $1.6M. The volume just isn't there yet. And I question if it ever will be.

The mobile device is not a small computer screen. People use the mobile device much differently than they do a PC. If a banner ad takes up 5% of the screen real estate - or even as much as 15% of the actual content on the page - sure I'll look "around" the banner to get the free content I want. But on a mobile screen you're talking more like 40% or more of the total space - consumer's won't do it.

Plus - there is the problem that many consumers will wind up "paying" for those banner ads in wap traffic (depending on their contract) - and no one wants to pay for an ad!

Time will tell but in the end I think Third Screen's PR firm will have a much bigger job on their hands than they do today.

posted by Troy Norcross at 2:51 PM  

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A few words about why we're here

Since consumers first started to use SMS marketers have had the idea of text message marekting or marketing sms - also known as mobile marketing. And since that time marketing sms messages have grown and changed and new technology like bluetooth marketing, marketing bluetooth style to phones in close proximity to an advertisers.

And since the e-mail spam scourge took over the media, people have worried that there will be mobile phone spam. Spam is just another way of saying that advertisers send unsolicited text message marketing, marketing sms, bluetooth marketing or any other form of mobile marketing - it's mobile phone spam. There are even guides on how to spam phone s.

Consumer Preference is about permission based marketing, permission marketing solution. If, as an advertiser you can execute permission based marketing campaigns then you can certainly find ways to benefit from mobile marketing. And permission starts with understanding the consumer marketing preference. If you can understand consumer marketing preference, then you can execute permission based marketing. And permission marketing is not mobile phone spam.

There are many mobile marketing company listings that can be found on the Internet - and most mobile marketing company websites will tell you how they focus on permission marketing. Make sure that the one you partner with does more than tell you about it on the website. Opt-in marketing starts with your traditional marketing soliciting for permission.

Yes - Mobile marketing starts with traditional marketing - print, web, radio, television - all of the old standards. Because before you can send the first message to a consumer, you must obtain their permission... and that means that you understand consumer marketing prefernce.

Please enjoy reading consumer-preference.com - and if you feel that there is a point I'm making you'd like to share - then put a link to it from your own site. And always feel free to leave comments!

Troy Norcross

 

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