How Will Advertising Influence Mobile Web Growth? | StayGoLinks- Mobile Marketing & SPAM

Wednesday, October 24, 2007

How Will Advertising Influence Mobile Web Growth? | StayGoLinks

How Will Advertising Influence Mobile Web Growth? | StayGoLinks

I've always thought that "interpretation" is the source of most debate. Facts are black and white to some - and Red and Green to others. The data is always the same, but it is the other information and experiences that makes interpretation unique.

In this case I think I can offer a 180 degree view on each of the main points in the article:

Advertising will clearly play a major role in the growth of the mobile web, both in terms of consumer demand and in terms of who are the competitive suppliers.

Well - not exactly. I believe that consumer demand for mobile content will drive the opportunities for mobile advertising. The growth of the mobile web will be a result of content owners and service providers having a better understanding of what consumers want and how they use this content. And offering advertising as a means to subsidize the cost will allow mobile advertising to grow. i.e.; -

An increase in mobile web content and services will offer greater opportunities for growth to mobile advertising.

From the 2nd paragraph:

On the other hand as eMarketer points out, mobile users are easy to annoy and don’t want mobile advertising

This is completely taken out of context. Mobile users dont' want mobile direct marketing - they don't want text message SPAM. This is not mobile advertising - which is the use of banner ads and other in-line advertising with mobile content. Let's get clear on what consumers do and don't want - but first let's get clear on the terminology for the industry.

Ok - the point on Mobile Search:

This may explain why Bena Roberts finds that Google Adsense for the mobile web does not seem to be attracting advertisers.

I've never been a fan of mobile search. The reason why mobile search isn't taking off right now is that the majority of people in European and North American markets ( i.e.; those who have ready access to a PC for Internet access ) don't use their mobile phone for "search" - they use it for "find" - Find me a pizza joint. Find me directions to my meeting. Find me the time my next train leaves for Manchester. The range of things people use their mobile to "find" is far smaller than the range of things people "search" for at home on their PC.

I contend that users will not try to search for a holiday from their mobile - nor will they research a new television or washing machine - find their long lost Aunt Millie in Boston.

And what is this all about?:

The present structure for mobile advertising does not seem to satisfy any of the stakeholders.

The current model for mobile advertising is working and growing. Look at companies like AdMob and ThirdScreen -- making huge headway and offering good ROI to advertisers. Everyday there is new content and new advertising partnerships and opportunities. And everyday more websites offer a mobile accessible version which means that mobile banner ads have a suitable destination for click through. And regardless of what this author thinks - mobile targeting is some of the most accurate and rich targeting around. Between information from the mobile network operators - and the content owners - mobile advertising is incredibly targeted. What the Gphone will bring (if there is a Gphone) will be good - but not differential in the area of targeting.

So - it's an interesting article but let's just say that there is more than one way to interpret all of this data.

2 Comments:

BWelford said...

I agree, Troy. We're all the blind men standing around the elephant and perceiving very different views.

3:24 PM

Anonymous said...

Troy, in terms of the major roles in driving the mobile web, only the user can play that role. Vic Keegan, in the Guardian today says:

“Mobiles were designed to make telephone calls. No one had any idea at the beginning that they would be as popular as they now are, let alone that they would house around 60 different functions, of which browsing the web is merely one. As screens got bigger to make words, photos and videos easier to view, keyboards shrank, making it more difficult to key in the words you need for a search. On some phones you still have to make several thumb movements to get the cursor into the search box. Crazy. Small wonder mobile browsing is a minority sport, way behind texting, phone conversations and alarm calls in our priorities.”

Once these issues are ironed out (as they seem to be with devices like the Pocketsurfer) there won't be a enough mobile web usage to justify advertising. Cart and Horse.

9:28 AM

Links to this post:

<$BlogBacklinkTitle$>: <$BlogBacklinkSnippet$>
posted by <$BlogBacklinkAuthor$> @ <$BlogBacklinkDateTime$>

Create a Link

<< Home

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

About Me

Name: Troy Norcross

Location: London, United Kingdom

I believe very strongly that consumers have a right to privacy. Just because it is getting harder to reach consumers doesn't mean that marketers should be (or need be) more devious or more forceful in their attempts to reach us. In fact, quite the opposite. Many of us are happy to be contacted with relevant, timely, meaningful offers. But it's going to be on our terms. No longer victims of aggressive marketing, we want to participate in the process with trusted brands and partners. Come and hang out with me here on Consumer Preference and learn how as a consumer you can have more control than you thought - and, if you're a marketer, how you can reach people in an effective and respectful way. You can reach me at the email link below.

Mobile Marketing & SPAM

Wednesday, October 24, 2007