The small size of mobile screens may actually work to a marketer’s advantage. Because of size restrictions, there is usually only one ad on a mobile screen at a time (significantly less clutter than on the wired Web), meaning that consumers are more likely to focus on the advertiser’s message.
Consumers have different goals and expectations while on the go. Mobile consumers are generally either looking for ways to save time or ways to kill time. Because a mobile phone is such a personal device, consumers’ mindsets are completely different on the mobile Web than they are on the wired Web.
Interestingly, it appears that for several content categories, dining, entertainment and sports scores, the mobile Web is becoming the preferred channel to access this information, as opposed to the wired web.
Consumers tend to access the mobile Web with a more task-oriented mindset ; they expect the mobile Web to accommodate their on-the-go lifestyle. Consumers also want mobile-friendly ways to send and receive email, access bank and credit card accounts, and share information via social networks.
Mobile advertising is a subset of mobile marketing. It uses the mobile medium as a starting point for consumers interaction and engagement with a brand, and consists of sponsor driven message that is a component of a broader overall marketing strategy.
Mobile activity can be anything from very general brand marketing to processing actual transactions, so marketers need to determine (based on their product, their competitors, and their purchasing funnel) how, when, and where mobile should fit into a campaign.
Carrie is an advertising account executive, as well as a student manager at the Iowa State Daily. As a student manager she assists and educates the students on selling techniques and marketing strategies to effectively reach and capture the college audience. Carrie is also in charge of mobile marketing at the Iowa State Daily and delivers training to the entire Daily staff on Online, Social & Mobile Media.