In Focus

6 experts debunk mobile marketing myths

Robert Moskowitz
Mobile Posted on August 06, 2008

Rob Lawson, founder, Limbo Mobile

Myth #5: Mobile is like the web, only smaller.

Reality
WAP (mobile web) advertising banners are much like web ads, but just as web banners don't do justice to the full power of the web, treating mobile as a shrunken version of the web moves advertisers even further away from the true usefulness of mobile. Successful mobile advertising seeks to reflect the way consumers use their phones and is capable of providing unexpectedly good results for brand advertisers.

Myth #6: Just follow the technology and your mobile advertising will be successful.

Reality
Ad agencies are proud to announce their leadership in, for example, Bluetooth campaigns. But technology that allows you to ping a consumer when they walk past your billboard doesn't automatically bring advertisers the bottom-line results they crave. There isn't a single example, as of now, of a Bluetooth campaign with more than 10,000 participants. It’s better to follow consumer behavior than exploit clever technology.

Rob Lawson is one of the early pioneers behind Enpocket, which developed technology for delivering rich and relevant mobile advertising, and more recently was one of the founders of Limbo Mobile, the world's largest mobile entertainment community.

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Comments

Adrian Hall
Adrian Hall August 11, 2008 at 11:59 AM

Mobile advertising is a phenomenon that no one can afford to ignore. However, marketers, wireless carriers and ad networks need to tread carefully in order to ensure that ads are relevant to the end user. It is precisely because mobile phones are considered very personal devices that mobile advertising has the potential either to cause a backlash among consumers or to provide them with a valuable service. Showing users relevant and personalized ads based on contextual, behavioral and demographic targeting will be critical to the success of this nascent industry.

Adrian Hall, Bytemobile

Scotty Moore
Scotty Moore August 7, 2008 at 11:40 AM

I agree with Mark...The mobile brand relationship must be initiated by the user with a freebie. Typically offering free content, cash, or minutes has proven to open doors to building awareness and brand equity. (Resource: Recent Harris Interactive Mobile Advertising Research Report)

The Critical Advertiser
The Critical Advertiser August 6, 2008 at 10:59 AM

54 percent of U.S. users are willing to accept ads on their mobile devices, particularly if the ads bring them access to a subsidized service. No kidding? Advertising subsidizes free content and services? I always thought it was there to annoy me. Here I was busily trying to block, skip or ignore it while visiting my favorite website. But bring those ads to mobile and I'll TOTALLY pay attention!