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While there are parallels, the characteristics of the mobile Web are different from the characteristics of the wired Web.
Mobile phones are very personal devices, and they must be treated as such by marketers.
The form-factor limitation of a mobile device, such as a screen size and lower bandwidth, that - at least for the present - mobile Web sites much be optimized specifically for mobile.
What's that mean for us?!
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.
The Mobile Mindset
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.
The Mobile Mindset
While consumers accessing the wired Web at home or in their office often browse for extended periods of time, on mobile they tend to seek snack-sized information or entertainment content.
The Mobile Mindset
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.
Location, Location, Location
Unlike personal computer, most consumers have their mobile handset on their person all day long, meaning that they can be located at any time. This represents a huge opportunity for marketers.
Understanding the differences: Mobile Advertising vs Mobile Marketing
While some use the terms mobile advertising and mobile marketing interchangeably, they are not the same, and it’s important for marketers to understand the distinction.
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 advertising can take many forms:
WAP display banner ads
Mobile search ads
Mobile marketing, on the other hand, uses mobile components (including mobile advertising) to encourage brand awareness and consumer loyalty.
Mobile marketing may include:
SMS service such as coupons or alerts
Mobile application that complements or enhances that brand’s core service or product offering
Traditional media (print, billboard, television, spot, radio) or wired Web ads enhanced with a mobile call-to-action such as a keyword and short code
For the most part, mobile marketing is intended to be effective as part of a more comprehensive, multichannel campaign.
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.
Thank You For your time
mobile: 515 408 2903
office: 515 294 2403
5th August 2009
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.