Cashing In On Mobile Advertising
July 13th 2007 10:00
Everyone who has a cellular phone must have at least received promotional messages from their wireless operators either promoting a new service or coaxing subscribers to join electronic raffles by downloading ringtones or wallpapers. Cellular operators call these as "push marketing" tools. But most subscribers see these as nothing but useless messages that flood their inbox.
Considering these negative reactions from mobile subscribers, it seems like suicide for advertisers to use text-based ads to promote there goods and services. After all, who would want to advertise to something that many consumers see as obstrusive and useless?
Boudewijn Pesch, director for Asia Pacific at technology provider at Acision, has some tips on how to turn this disadvantage into the advertiser's favor. One trick is to know your subscriber. Know how to use available subscriber information to "push" only ads that are specifically relevant to each subscriber. Customer profiles should be used to target ads and deliver relevant advertising.
Another trick is to offer freebies. Use freebies and incorporate mobile ads into their existing services to make them less obstrusive. Example, ads can come with services that subscribers can appreciate, such as missed call notification, so it will be seen as a value-added service.
Considering these negative reactions from mobile subscribers, it seems like suicide for advertisers to use text-based ads to promote there goods and services. After all, who would want to advertise to something that many consumers see as obstrusive and useless?
Boudewijn Pesch, director for Asia Pacific at technology provider at Acision, has some tips on how to turn this disadvantage into the advertiser's favor. One trick is to know your subscriber. Know how to use available subscriber information to "push" only ads that are specifically relevant to each subscriber. Customer profiles should be used to target ads and deliver relevant advertising.
Another trick is to offer freebies. Use freebies and incorporate mobile ads into their existing services to make them less obstrusive. Example, ads can come with services that subscribers can appreciate, such as missed call notification, so it will be seen as a value-added service.
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