This is an exciting time for advertisers. What?
Tivo and PVRs are killing the 30 second TV ad, the Do Not Call List put a major hurting in the telemarketing industry and pop-up/spam blockers are throttling Internet advertising.
Yes, I know, advertisers are happy with Google and the methods they offer for Internet advertising, but there is a much better way than hoping the right keywords get entered.
Why should I be excited as an advertiser. Because if you’re creative and provide a desired service to a consumer, you will be able to reach them directly anytime and anywhere, on the mobile phone. There won’t be a spam filter, or a secretary screening the call, your message will be received immediately.
The Do Not Call List for telemarketing took away the “permission” that was given to all solicitors. Permission is gone and you won't get it back. As more and more people sign up for this list, the number of potential advertising targets decreases and advertisers LOSE PERMISSION.
On the other hand, there’s an enormous database that will be tapped by an advertiser but they will need to GET PERMISSION.
How do advertisers get permission to advertise on the most valuable 4 square inches of real estate? That’s a problem most brands and mobile marketing companies are working, but it’s not that hard.
In order to get on my phone, you need to give me something.
I watch TV programs for free (well kind of) and in return you advertise your products every few minutes. I read many online newspapers/magazines for free, and in return you display ads. We both get something from this.
With the mobile phone, you will have to give me something if you ever have a chance of advertising to me on it. The brands/advertisers that know what consumers want on their mobile, should be the ones that get permission quickly.
It will have to evolve from just contests and ringtones too. That method of mobile marketing is great for initiation, but that isn't building a relationship with your customer.
One of the best examples I have seen is from People Magazine. I signed up for their free celebrity text alerts and they provide advertising on my phone when they send them.
Here’s what I see as other examples that should get implemented.
FOXNEWS offers breaking alerts and advertiser could pay for the ability to sponsor.
Charles Schwab offers free real time stock quotes/ news.
Advertisers pay for traffic alerts sent to your mobile phone.
The key point with mobile marketing is that in order to get permission to market to me, an advertiser must provide something that I will find of use on my phone.