Mobile Marketing: A Mobile Response

As mobiles become increasingly important as a content channel, they also become increasingly important as an advertising channel. This article is about mobiles supporting TV ads, but the technology allows firms to interact with customers long after the TV ads have stopped running. “The service also enables advertisers to go beyond simple SMS texting by offering them the ability to stream video ads to people who text in”, and customers can be reminded of on-going promotions by SMS rather than TV ads, which are more expensive. Of course, the bonus is that only people who responded to the initial ad receive the extra marketing.

A case study for telco Orange had the benefit that: “Users gain a positive brand experience from getting the two-for-one ticket deal, while both Orange and the participating cinemas receive data on their core audience and customers in return, thereby justifying their spend on the project.” Further developement of mobile marketing is dependent on technology bringing greater quality video and pictures to the next generation of handsets, and of the technology moving from the high-end to the middle and lower-end phones, according to the article.

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