GUESTAUTHOR–MARKETINGMEDIA
Thefutureformobile
JOWALLlooksathowthisadvertisingchannelcangrowthrough2009.
Mobileadvertisingremainsone a71Abilitytoofferpush,in-service understanding of the improved
ofthemostexciting andlocationbasedcampaigns metrics and measurements
It’s a marketer’s
developmentsinthemobile overmulti-channelssuchasSMS, needed across the industry.
dream, but must
markettodayandonewhich M Consistency in this will drive
opensthedoorformarketersto a71
MSandWAP
Deliverymechanismsthatare marketers to have common,
be handled
targettheircustomersdirectly measureable,enablingmarketers reliable metrics to measure
throughanentirelynewchannel. toreceivecampaignstatisticsand return on investment. Operators
responsibly or
Theriseofthemobileasa measurecampaigneffectiveness. benefit by ensuring they secure
meansofadvertisingsupports deeper understanding of users’
risks alienating
theongoingshiftofadbudgets Keyissues preferences which translate into
consumers.
fromtraditionalmarketingmedia Despiteclearadvantages, richer, more targeted inventory
(TVandradio)tomoredirect advertisingrevenuescurrently resulting in more effective
‘below-the-line’forms(direct representonlyasmall campaigns. It is a virtuous circle.
mail,emailandtheInternet). percentageoftotalmobile
Mobileadvertisingpromisesto revenues.Thereisaneedto Willing partners
providethenextstageinthis addressanumberofkeyareasif The success of mobile advertising
development,offeringmarketers mobileadvertisingistotakeoff: depends on players who have
evenhigherlevelsofadvertising 1)Operators must find the right never previously worked together
effectivenessandimpact. balance between capitalising on becoming willing partners to
Butareweindangerof mobile advertising as a new bridge the gap between their
mobileadvertisingoverkillaswe revenue stream and protecting disparate industries, with
continuetopraiseitsvirtuesyet customers from spam. Rules and understanding, collaboration and
failtocreateatrulyviable policies must be in place to acceptance.
solutionthateventheleast protect the user experience. From an operator’s
technically-savvymobileuser 2) There should be collaboration perspective this means
wouldbehappytouse? between media agencies to understanding more about their
Advertsdeliveredtothe establish why mobile advertising subscriber preferences to offer
mobilemusthavepurposeand has been slow to take off so far. highly-targeted inventory as well
reason,withoutbeingintrusive.It (Group M statistics show that 87 as being able to effectively
isonlywhendelivered per cent of advertising agencies measure mobile advertising
appropriatelythatthemedium don’t use mobile advertising yet). against agreed industry metrics.
willreachitsfullpotential. Operators must take the role This differs to the advertisers’
Themobilephoneoffersan of educator and enabler to perspective, which involves
unmatchedchannelfordelivering de-mystify the channel. developing understandingof the
content-rich,interactiveand 3)There is a need to overcome full potential of the mobile
targetedpromotions/services;it’s the potential barriers regarding channel and how it can benefit
amarketers’dream,butitmust customer acceptance. This can be them –reversing the Group M 87
behandledresponsiblyorrisks achieved by ensuring the user per cent statistic.
alienatingconsumers. feels in control of their From a consumer perspective,
Directmarketingcampaigns advertising experience by being the operator is their trusted
willbemoreeffectiveiftheyare able to opt-in/out of a scheme. partner –the ambassador driving
personalisedtotheuser.Todo Users must receive relevant ads wider user acceptance of mobile
this,closecollaborationwiththe delivering value in their lives. A advertising.
operatorisrequired. success story includes Blyk, By putting in place enabling
a71
Benefitsinclude: the mobile network aimed at business processes, cultures and
Customerintelligencesuchas 16-24-year-olds which balances key technologies that accurately
demographic,usage,channeland free voice minutes and texts with match the advertising market
timepreferencesbasedonhow adverts, targeted to ensure a needs, operators and marketers
a71
individualsusemobilephones. high response rate. can transform mobile advertising
Locationprofilesenabling 4)Acknowledgement that from today’s fragmented Jo Wall is product marketing
advertisingtargetedtorelevant advertisers and operators need activities into a strategic
manager –mobile
audiencesinspecificlocations. to work together to gain greater multi-billion dollar industry.
advertising, Acision.
20 January/February2009 www.dmi-news.com
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