Mike Baker, CEO of Enpocket, has written a piece on mobile marketing…”The “build it and they will come” mentality is a risky way for media companies to attack the mobile market. Content buried in operator decks or residing off-portal will rarely, if ever, be discovered by a mass-market audience. Sub-standard search capabilities compound the problem and make the discovery process even more tricky.”
He promotes the use of MMS rich-media campaigns and the ability of mobile marketing to “deliver an advertising impression to an individual at a given time and place”…although he points out that this is also a big pitfall since an irrelevant message will have a very damaging effect.
He’s also keen on mobile banner ads, which are beginning to take off (despite concerns they take up valuable screen space). “One of the world’s largest mobile game publishers is successfully using mobile banner ads served across a number of third-party WAP sites to drive traffic to the “buying page” of operators’ portals featuring its games. Click rates are between five and 10 percent, and conversion rates are three percent, far higher than any other form of response marketing.”
Related stories:
–Phone, Media Firms See Mobile Ads Soon
–Google And Vodafone
–Fakin’ It: A Marketer Intends to Tease Consumers
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