Advertising on mobile phones effectively


     For any marketing campaign, the goal is always to reach as many people in a targeted demographic group as possible. By reaching as many target people, the marketing campaign increases the chances of converting a number of those reached into potential customers. For instance, a large billboard put up on a busy highway means that a significant number of people will see it.

     The draw is similar with Mobile Advertising. Mobile phones have slowly become an everyday item, having evolved a long way from when they could only be bought by those of significant means. The advertising agency Wingman Media has identified mobile phone users to be a very valuable cachet for businesses, and therefore no marketing plan is complete without an element of mobile advertising.

     To a large extent, the availability of mobile Internet has revved up the use of mobile advertising. As more social networking platforms and websites become mobile-friendly, the potential of displaying advertisements increases directly in proportion. For example, Facebook has long had ads alongside their pages on the normal site. However that model is not yet visible on the mobile site. As the site evolves, it will improve the use of mobile screen real estate to accommodate ads too. It is merely a matter of time, since the display of ads on Facebook is certainly a large part of their income model.

     Phones that are 4g capable will also increase mobile advertising potential, as increased speeds draw in more people to use value-added services. Value-added services create a better user experience, and therefore the tendency to use the device will increase. As more time is spent on using the device, receiving advertisements via the medium will be considered less intrusive and a part of the entire experience.

     The primary challenge in advertising on mobile phones effectively is determining the target market. Demographics and usage pattern statistics would help greatly, however that information is usually kept confidential due to privacy reasons. Additionally, the mobile phone devices themselves vary greatly, depending on model and make. For example, a video advertisement optimized for one screen may look horribly wrong on another. Therefore creating an advertising plan keeping all these factors in mind becomes somewhat daunting.

     Wingman Advertising discovered a push toward location-based advertising earlier, where advertisements were sent to mobile phone users within the radius of a cell phone tower. These ads were particularly relevant to the area, indicating sales around the corner, for example. This would go a long way towards targeting a specific audience; however it comes with its own pitfalls. Advertising on mobile phones has certainly not reached its full potential, as there are a number of creases that need ironing out first. However, the potential is definitely there.

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