Mobile
Mobile phones are potentially more powerful than TV in reaching its target audience. Fact or fiction?
How often have you, in your ad campaigns, considered the importance of the third screen (the first two being televisions and computers)? The era of mobile advertising is upon us - and according to new research, revenues from ads on phones will skyrocket by the end of the decade. Mobile marketing could be phenomenally important, when you look at the penetration of handsets and the passion the audience has for mobile. As a way of connection, it ought to be phenomenally powerful and more important than TV. Mobile video advertising also opens interesting opportunities for viral videos delivered mobile phones.
Mobile internet access
Although mobile devices and the networks that support them are improving, it seems like the mobile Web is almost a secret these days, because sites can be hard to locate and have little content when you find them. Yet, with more than four mobile phones purchased for every personal computer that’s bought, there’s a world of people whose main access point to the Internet is a mobile device. The solution to this problem? Get your domain registered with .mobi. When a site ends with a “.mobi” address - like flip.mobi or bmw.mobi - mobile users can be sure that they will access a site that works on their phone.
.mobi sites solve the biggest barriers to mobile Internet use:
- Poorly formatted pages
- Inappropriate or excessive content
- Slow access and long load times , leading to costly mobile bills
- Difficult logins
- Difficult navigation
An important point to remember is that all your content needs to be customized accordingly, be it text, forms or images. There are specialized content adaptation solutions, which employ specialized adaptation techniques to provide optimized representations of sites to mobile devices regardless of what browser they use. However, .mobi eliminates the intermediary step of having to adapt content for mobile phone as the sites are specifically designed for viewing on a mobile phone.
Mobile Commerce
Mobile commerce was coined in the late 1990s during the dot-com boom. Today, PDA’s and cellular phones have become so popular that many businesses are beginning to use m-commerce as a more efficient method of reaching the demands of their customers. These include a number of products and services like payment services, ticketing services, and information services. Corporations are now using m-commerce to expand everything from services to marketing and advertisement. So the idea here is to develop applications specifically for mobiles, and thus increase the number of users.
The advent of phone ads presents us with both challenges - how to make sure consumers don’t get annoyed with ads arriving on a very personal device - and opportunities to reach consumers in a more individual way. With mobile media embracing an increasingly diverse array of devices and formats, from video game players to portable newspaper readers, we believe we can leverage mobile phone technology to create deeper and longer-lasting customer relationships.
