A great article in today's New York Times (reg. req'd) speculates about the cell phone's future as a channel to reach consumers. Apparently click thru rates for mobile ads are 4x what you get with regular web advertising - which makes it seem like a more efficient way to reach people. And yes people are likely to be out and about and thus potentially near a retailer so they can act on an offer or incentive. Sounds kind of perfect doesn't it.
Despite these plusses I'm still confused. If people are out of home aren't they likely to be doing something (other than staring at their cell phone screen, that is) - driving, working, etc. Which means you're taking them off task with an unwanted interruption. Which we've learned is a big no-no with online marketing.
It also seems to me that until people agree to be "tracked" (so they can be geo-targeted with some precision) this channel won't reach its full potential - being able to offer you something very relevant in the exact moment and location you are most likely to need it and respond. Until then I predict we'll primarily see only "sponsorship" type executions (like those mentioned in the article) - e.g., this weather update brought to you by Google, etc.
Another prediction: the first people who adopt will be 16-18 year olds (teens allowed to make their own mobile decisions), who like any groovy new technology, are reaching out to build relationships with brands in a new (adult) context in their lives, and also need to save a few bucks.
Thoughts from the vox populi?
Anecdotally (at least), i've heard that there is a true value-added form of mobile marketing taking place in japan. Shoppers can scan bar codes of different items in stores and do a real-time cost comparison with other stores to see where it's available for less. Definitely more pull than push! Not great news for a retailer...although in japan, status is derived from having something first, not getting it for less, so the asian marketing execs need not shake in their wedge heels.
Let's hear it for consumerpower. I agree that it's about relevancy - if it puts the consumer in control, it will be a welcome intrusion.
Posted by: klusk | January 26, 2006 at 09:24 AM