Mobile Marketing: The Captive Audience, Revisited

Writing by Brick Marketing on Monday, 23 of June , 2008 at 11:50 am

One of the biggest reasons for the hope placed in Mobile Marketing is simply this: Most consumers would rather be dragged nekkid through a field of broken glass than be parted from their cell phones. The consumer is almost always there, at the ready, to see your advertisement.

Television and radio advertisement, on the other hand, was all about timing. If the ratings showed that half the nation tuned into “That Fabulous Show” on Wednesday nights at 8:00, then that’s when you wanted your add shown or heard, on Wednesday nights at 8:00. You generally paid dearly for that prime piece of air time, too.

So the first big difference is clear. Let’s look at the next.

Data mining for TV and Radio advertisement was spent on finding out how many people in your target audience watched or listened to which show. Once you knew that, it was just a matter of ponying up your budget to get the airtime.

Data mining for Mobile advertising is spent on finding out which segments of your target audience will look at your add before deleting it outright. Oh yes, did I mention that part? It’s true that your advertising will get to your target audience, but now that audience can do something that used to be the stuff of ad exec’s nightmares: The audience can choose to not look at the ad.

So that brings us to what should be the similarity between the two.

TV and Radio Advertisements basically held the audience hostage. If they wanted to watch or listen to their program, they had to sit through the ad.

In order to work, Mobile Ad campaign execs will have to understand that they must do the same. The audience won’t delete the message if it’s the pathway to what they really want. Be it a discounted vid or ringtone download, give your audience an incentive.

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Category: Local Mobile Marketing

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