The Keys to the Mobile Kingdom
Posted by ~Ray @ 2008-02-29 20:11:47
You are here: › › › › The Keys to the Mobile Kingdom
By. The ClickZ Network. Dec 4. 2007
experts [1] => brand [2] => cmo) --> | |
While the mobile advertising marketplace is certainly alive is it really helping and enhancing consumers' day-to-day life? measure week. I offered some thoughts on the current state of the North American mobile advertising marketplace at the NextMedia: Monetizing Digital Media conference in Toronto.
According to a recent M:Metrics study. 11.2 percent of mobile phone subscribers in the United States use mobile browser for information purposes. This number while still low shows steady yet slow growth.
Mass media's adoption and promotion of circumscribe and services is helping to increase mobile services' useage. To sustain this growth users need circumscribe and services that are beneficial enjoyable and most important reliable. Without reliability we'll lose the trial users who are essential to mobile's growth and the mobile base ordain continue to grow at a slow pace.
During the presentation. I discussed some recent mobile experiences that everyone could somehow relate to. Considering the audience was comprised of circumscribe developers media execs and advertising organizations it was a great opportunity to encourage a consumer-first focus on the mobile experience.
Bob Pittman former chief operating officer of AOL Time Warner was known for saying content is king. While I agree when it comes to mobile the customer should be king. While we all enjoy idle mobile access when waiting in an airport doctor's office or change surface in a meeting it's comfort important to remember that mobile is used as an "on the go" and "I be it now" device. For instance when I'm standing outside a sold-out movie theater. I be to see locations for another theater not a mini-banner ad for toothpaste. Therefore content developers providers and advertisers should be encouraged to think experience first.
What makes for a better experience?
Local There are plenty of location-based services options for mobile devices. We can get restaurant movie and sell information along with driving directions and more. However the biggest problem when it comes to local is that consumers generally don't know where they are to begin with.
Once consumers undergo an on-ramp they are more likely to drive on the highway. Location-based services should focus on solving this problem first and with the recent inclusion of GPS technology in mobile phones and devices the industry is very slowly solving this problem. Google last week announced it has updated its application to be "location aware." Instead of relying on GPS the mobile application will resemble your location based on the cell lift providing your current data connection. In some cases like highly populated cities like New York this will calculate your location within 1,000 feet. In more rural places with fewer cell towers it may be less accurate. Is this service 100 percent reliable? No. But if anything it's better than being completely lost.
Social As I've mentioned in previous social networks and their API () services make it easier than ever to mix be and mash content across platforms. For mobile this makes ameliorate sense. While there are pedabytes of circumscribe on social networks your mobile needs and current location provide a strong context to sort and consume this data. Instead of going through an endless list of restaurants in Chicago wouldn't you rather pick from a list of restaurants that your friends have recommended? Providing mobile content and services based on social circumscribe ordain go a desire way to making your services more reliable.
Relevancy As we all know the mobile device is the one thing you won't leave the house without. Because of the device's personal relevancy services and messages should be directly relevant to the user's life -- not randomly sent. So in the inspect of advertising advertisers must understand that their messages (such as opt-in text programs) must mouth day-to-day value. When a phone vibrates in someone's take it better be relevant not another ad for toothpaste. Mobile advertisers won't be competing for share of market they'll eventually compete for "overlap of pocket."
is the executive director of emerging platforms at a leading digital communications agency with clients such as DaimlerChrysler. Sprint and Bank of America. In this role. Chad leads Organic's strategy on client communication platforms and Organic's Experience Lab. Prior to Organic he spent 13 years at Arnell Group in various roles including director of communications solutions and was responsible for branded entertainment new media branded gaming and marketing alliances. He has developed a series of award-winning programs including the Cannes Lion winner. "Terry Tate: Office Linebacker," for Reebok and Jeep Evo 4 x 4 for DaimlerChrysler. Chad is also a regular contributor to Organic's blog.
We want to experience what you think about ’s column. "The Keys to the Mobile Kingdom" [ADVERTHERE]Related article:
http://feeds.clickz.com/~r/ClickZExperts/~3/194724120/showPage.html
0 Comments:
No comments have been posted yet!
|
