Mobile Advertising Maximizes Marketing Strategies
In today’s modern world, other advertising media such as print ads, radio, newspaper, and television are suffering from poor target market hits. In the recent years, usage of mobile phones and other mobile devicesas an extension of the Internet environment hascreated a good opportunity for mobile Internet applications, including mobile marketing and advertising. Compared to other advertising media, mobile marketing and advertising has presented a lot of targeted audience advertising opportunities. Ads that directly advertised through mobile devices have the betteradvantage of being responded to or acted upon immediately. In a nutshell, mobile advertising is more effective and has more impact.
The Mobile Marketing Association (formerly known as Wireless Advertising Association), or MMA, defines mobile advertising as sending advertising messages, short message services (SMS), or multimedia messaging services (MMS) to mobile devices through the wireless network or Internet. In a 2001 Report by OVUM,a premium business information and market analysis company, wireless Internet service can be offered by a rangeof different service providers, including cellular operators, wireless application service providers, fixed and wireless portals, device vendors, mobile virtual network operators, and even consumer brands. However, other types of mobile ads have been used such as mobile web banners, mobile web posters, mobile audio ads, and other mobile content ads.
To date, there are an estimated 5.3 billion mobile phone users all over the world according to mobiThinking, an Irish Internet solutions company. Further research also suggests that the number of mobile phone users will increase as smartphones hit the market. These devices are very personal that they allow a contact to be accessed virtually any time and anywhere. This potential makes mobile ads a growing advertising medium. Between 2010 and 2011 alone, money spent for mobile ads reached more than $3 billion, that’s 7 percent higher than the previous years.
According to a report from Enpocket, a global mobile media company, mobile ads, if used properly, have the potential to be one of the most powerful one-to-one digital advertising mediums. In a survey they conducted and later published, 94 percent of mobile users will read mobile ads, 23 percent will recommend or forward it to friends and 15 percent will respond or reply. In another survey, this time conducted by MMA, success of mobile ads is attributed to four factors: (1) 69 percent said ability to target audience precisely, (2) 54 percent said setting up research/measurement/tracking systems, (3) 34.3 percent said availability of specialist expertise in agency/content/service provider, and (4) 34 percent said providing case studies from relevant sectors.
Despite its capabilities, mobile ads are facing privacy issues. To reach relevant and interested customers, mobile advertisers customize behavioural personal data through data mining, user profiling, and other behaviour watch tools, all of which can result to privacy infringement. Many advertisers, however, offer memberships or user accounts to obtain consent from consumers if they are willing to receive targeted mobile ads. Nonetheless, the mobile advertising industry is on the watch. According to MMA, they continue to work to establish industry standards and to keep track of violators against consumer rights. Among its members are AOL, Nokia, AT&T Wireless, and Microsoft.
Telescient is about bringing your business-line mobile application or iPhone app idea to life. Our job is to know your business well enough to recommend a mobile strategy that meets and exceeds your business objectives. Website: www.telescient.com
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