Marketers are being encouraged to go mobile before it moves away from them. With only about 20% of online advertisers dabbling in mobile marketing, most are still content sticking with the wired Web.
Holding marketers back from mobile are a number of factors including consumer reticence, limited reach, insufficient measurement and a simple lack of familiarity with the medium. But marketers are being advised to experiment before mobile becomes a more established ad platform.
In terms of campaigns, that means looking first to text-based ads, since text messaging is the most common mobile data activity with 51% adoption. Tactics such as mobile banner ads, coupons, short codes, multimedia message services and video spots are also recommended. As a portable medium, mobile also offers marketers unique opportunities for location-based targeting. Recent developments such as Nokia’s acquisition of digital mapmaker Navteq are seen as a step toward increased geo-targeting.
Despite tougher economic conditions this year, analysts don’t expect marketers to cut their mobile budgets much, if at all. Mainly, that’s because they’re already so small – estimated at just 1% of online advertisers’ spending.
Marketers should realize that there’s not as much financial risk, and brands that have no mobile experience can ease in to find out how things work.
Directing Response, a resource for direct response marketers, producers and media buyers, is produced by Teddy Parker, Executive Producer for ChopShop Direct. She can be reached at 949-838-0355 or via E-mail at teddy@chopshopdirect.com.
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Posted at 10:27 pm on 10/28/09 | No Response yet | The Editor in
