Target, for target's sake
Portable devises give marketers the ability to finely target their consumer base. This additional granularity can increase advertisements' relevance by leaps and bounds. While it may be difficult to resist massive broad-stroke campaigns, marketers need to take a strategic approach to these portable mediums. Exploiting the pervasive nature of portable devices is a quick way to encourage your consumers to opt out or ignore your messaging.
Apply the same targeting techniques of the digital space to portable devices to ensure that your ads reach users willing to absorb it. The more relevant message can be to time and place, the less jarring the interruption will seem. Texting coupons in grocery stores, in-stream video advertisements, and music recommendation on MP3 players fit their environment, are all good venues for your message to be well received.
Know thy customer
Portable lifestyles are not just exclusive to tech savvy groups. Baby boomers are embracing iPhones and elementary school students have internet-enabled cell phones. In short, advertisers would be remiss to assume that someone with a portable device is tweeting, posting a blog or downloading the latest applications. Know who your customers are and reach them where they are comfortable. Most importantly, even if your consumers are buying a 3G phone does not mean that they are ready to be advertised on one. Before embarking on a campaign, research how your customers are using their devices to see if your marketing efforts would be well received. The old standard of focus groups and empirical research would be great avenues for marketers to test their transitory campaigns.
Know thyself
Understanding what customers anticipate from your brand will also help add workable boundaries to shape campaigns. If you are cutting edge, be bold and do it first. Brands that consistently push the envelope can maximize portable forums by surprising users with unexpected executions. If the opposite is true, keep it simple. Test the waters by starting with in-page ads on mobile-friendly websites. Other more conservative options like sponsoring a brand-relevant application are also a good way to begin. This will ensure you will be seen if you customers are looking for you throughout the day. Adapt and evolve as your customers do; always try to resist expanding to a new medium just because its en vogue. Do it to reach and connect with your audience. If a portable platform will not accomplish this, what is the point?
Convergence and portability
Convergence and portability are going to continue until consumers only need a handful of devises to accomplish everything they want. As this happens, marketers need to reevaluate how they approach their consumers, and they adapt their strategies as consumers evolve with technology. The options are truly endless. Whenever options abound, it is important to remember that advertisers cannot be everything to everyone. Do the leg work in the beginning to plan smart, strategic campaigns that will achieve business goals. Be choosy and be smart when deciding when and how to reach consumers when they are on the move.
Andreas Roell is the president and CEO of Geary Interactive.
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