It may just be me, but I’m yet to be convinced by mobile marketing. There are several issues for me:
1. A tiny screen. Mobiles are inherently poor devices for recieving visual messages on. Compared to the 20inch LCD panels we are becoming used to at work and at home a mobile screen may as well be monochrome
2. Poor online environment. To go online using a mobile is a traumatic and dissapointing experience compared with the superfast connections and rich graphics we’re used to.
3. It’s an effort. I can’t consume marketing messages whilst I’m walking or talking to someone or on the metro.
4. It’s inherently disappointing. If I receive a message I want it to be from a real human being not a company. No matter how relevant the message is it will always be disappointing next to human contact.
So it came as something of a small surprise today when I learned that “advertising via cellphones is expected to become an $11.35 billion (€8.87bn; £6.02bn) global business within five years, claims a new report by researcher Informa Telecoms & Media.”
The report says that “the market will generate $871 million, rising to $1.5bn by the end of 2007…” and that “Mobile’s share of adspend is also expected to grow, from 0.5% this year, to 2% by 2011 as consumers are persuaded to accept ads on handsets in exchange for free content such as television, games and music.”
I think mobile technology will have to come on leaps and bounds with content designed for the small screens that mobiles by definition will have. It’d be interesting to see if anyone has any information or data to back up Informa’s claims.
Data via Warc
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