From:
Luis Carranza, Creative Brand Manager
Details
Mobile Advertising: I’m Hanging Up Now April 2, 2008 9:39 AM
63
Mobile advertising is one of those things that many marketers think they should be doing. Since mobile penetration is at 80% in the U.S., it’s logical to think that there’s money to be made. If you could reach a fraction of mobile phone users you’d be doing alright. The problem is that mobile devices are first fragmented by device, then by carrier and signal type and finally by use. We haven’t even gotten into demographics yet. There are hundreds of phone models available. Some don’t even have texting capability. Some have GPS, satellite radio, television, Windows and all kinds of other features. There is a very good chance that your audience is part of the 80%. But, how do they use their phones? What features do they have and what features do they use? It matters. Phones, like e-mail, are personal. You can’t use a push strategy on a pull medium. If I didn’t ask for it and I don’t need it, it is phone spam! People use their phones when they need to do something. They may need communication, entertainment or information. It doesn’t matter. What does matter is control. The “end” button exists on all phones in many forms. You can hang up, stop the music, or end a search. If I’m in control, I’ll let you know when I need you. Marketers should focus on creating wants and needs first. If I want something and the best way to get it at that moment is through my phone, I will thank you for making it available on my terms. So don’t call us, we’ll call you, maybe.