The Weather Channel has been in the mobile market for a while, selling weather info via premium SMS for 75c. Eventually the company wants to move to an advertising model, but wants to get privacy and location issues sorted out first.
“Eventually, there will be a model in place whereby consumers are served ads based on their proximity to businesses at a particular point in time. “It could be very close. I think you’ll see location-based services will become very relevant once there are ad campaigns that are relevant to local advertisers,” says Svalesen. “These stores would like to have a tool to drive customers into their stores.” But to cajole potential customers to stop by, these local companies will likely have to make it worth their while. “I don’t think that simply saying ‘buy our product’ will work,” Svalesen continues. “There has to be some sort of incentive.”
On a similar note, InternetWeek reports on a white paper which claims the United States is ready for SMS marketing. “If used properly, an audience will view wireless content as value-added rather than as advertisements,” Henderson said. “For example, a movie studio that sends discounts for a film along with a schedule of viewing times to a phone base may be viewed as providing a service. This form of marketing has implications across a variety of industries including fast food, packaged goods, services, entertainment, and retail, among others.” Let’s hope it’s used properly…
Related stories:
–Get Read: Cell Phone Huge Target To Marketers
–Ad Agencies, Get Mobile Or Die
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