Mobile rising

Share this article:
Mobile rising
Mobile rising
“You have to cater the experience [to the con­sumer] and offer something that is uniquely mobile,” says Scott Kelliher, Virgin Mobile USA's director of mobile advertising.

Mobile forging new partnerships

As the mobile marketing channel begins to grow up, there are many different kinds of vendors and agencies working in the space. Playboy, for example, is working with Quattro Wireless on its mobile Web efforts, while Kroger is work­ing with Cellfire on mobile couponing. AndAgency.com is trying to meet with as many part­ners in the mobile space as it can, which now include publishers such as Reuters on the pub­lisher side and Enpocket on the vendor side.

“There are so many players in the market right now with so many different offerings, but I think as we evolve out of the infancy phase we are going to see some convergence as the leaders in the space begin to emerge,” Winter predicts.

While mobile marketing is still only a small part of advertising spend, it is increas­ing, Winter adds. “Most Agency.com clients move money away from display ads to do mobile testing, as it is still difficult to convince anyone to take budget away from traditional media,” he explains. Average mobile budgets for Agency.com clients, he says, have shifted from 2% of overall spend last year to 7%-10% this year.

As the channel blossoms, it is not with­out its challenges. One issue is the learning curve. Both brands and consumers often don't know what is possible. To address this, marketers are trying to educate consumers about features and to make them simpler to use.

“Even though the device is ever-present, it is going to be a while before the consumer is ... engaging with the brand all day, so the interactions have to be quick,” Winter says. “The campaign should be about immediacy and urgency.”

Another challenge is that measurement is not standardized — a common issue faced by other marketing channels, including the strongly estab­lished e-mail channel. “We need to develop a standard way to measure response rates for the industry, because at this point every operator has their own way to differentiate ROI,” says Marriott, who adds that the MMA is working on a plan to define common metrics including terms such as “impression” and “click.”

The industry self-regulates its best practices as well as its metrics. Among other things, the MMA recommends a strict opt-in process for the mobile phone. The organization also encourages marketers to be clear in their messaging and make sure consumers understand if they are signing up for a subscription, as costs are sometimes incurred on the part of the consumer.

Despite the challenges, Marriott believes that the mobile world is an open playing field. “Mobile will become the first screen, since it is a way to reach the consumer with relevant messages in the moment where they are,” he says.

Page 2 of 2
Share this article:
You must be a registered member of Direct Marketing News to post a comment.

Follow us on Twitter @dmnews

Latest Jobs:

Featured Listings

More in Digital Marketing

Hallmark Takes Baby Steps to a New Brand

Hallmark Takes Baby Steps to a New Brand

The company relied on digital to get its growing children's apparel brand off of the ground.

One Third of Americans' Social Media Time Is Spent on Facebook

One Third of Americans' Social Media Time Is ...

Pandora, meanwhile, attracts more user time but far fewer digital advertisng dollars, says a study.

News Corp. Chief Brands Google an 'Unaccountable Bureaucracy'

News Corp. Chief Brands Google an 'Unaccountable Bureaucracy'

Robert Thomson warns the EU that an antitrust deal with Google will lead to a decrease in competitive options for marketers and an increase in piracy.