Home > Uncategorized > Mobile Advertising: A friend or foe?

Mobile Advertising: A friend or foe?

Another day, another blog entry, as I search the inner most sanctity of my cerebral cortex to expound digital marketing knowledge on my readers… I am once again drawing a blank on what to speak about. So I do what most people do (mass generalization here) – I pick up my smart phone (proud owner of the iPhone) to pass time in the hopes of being struck once again by Mr. Creativity! As I was busily surfing the gossip blog sites, Sandra Rose and Media Take Out in particular… I kept on receiving an annoying pop up ad for the new movie – Jumping the Broom, which comes out on May 6th. I found it interesting that both sites were advertising the same movie (could be due to their readership, which may be the intended target audience).

With that being said, I decided to jump (no pun intended) go online to see if there were any advertisements on their sites about this movie and lo and behold, I was assaulted with more pop up ads! In the end, there was no escape but this experience is one that is not foreign to cell phone users. Every time we engage in web surfing, we are subjected to mobile interruption by advertisers or as it is commonly referred to as Mobile Marketing or Wireless Marketing.

Wikipedia ascertain that the Mobile Marketing Association defines this term as, “a set of practices that enables organizations to communicate and engage their audience in an interactive and relevant manner through any mobile device or network.” Advertisers are now using this channel as a means of communicating with consumers. But at what point do you draw the line and say enough is enough? As consumers, we are inundated daily with mass advertisements, which oftentimes are “ignored” or “not seen” unless it catches our attention in some unique way for us to initiate “information search” in the hopes of creating awareness or eliciting purchase.

According to CBS news, the U.N. telecommunications agency asserts that, “the number of mobile phone subscriptions worldwide has reached 4.6 billion and is expected to increase to five billion this year.” Although this report came out in 2010, it is clearly evident why advertisers are leaning toward this method of advertising in their marketing arsenal of information overload.

The upside to this for advertisers is that they now have a global platform to reach consumers, which was not available before with traditional communication channels like TV, Print, and Radio. However, the downside for consumers is that every time we “surf the web via our phone” we will be subjected to these types of advertisements.

I found this really great article by Joe P who discusses the future of mobile advertising, where Greg Sterling, principal, Sterling Market Intelligence and Senior Analyst argue that, “consumers are already either hostile or ambivalent about mobile ads and that sort of experience would drive consumers away from those sites or services that are using it.” For more information on this article, please click on the embedded link: http://goingcellular.com/mobile-advertising/whats-in-store-for-mobile-advertising-4498/. Ultimately, advertisers need to be conscientious of how they affect the consumers “web experience” with mobile advertising and find a happy balance to ensure that their message is received and not ignored.

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