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Kiran Aditham
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Kiran Aditham is a Business Management grad from the University of Central Florida, Aditham earned his stripes as a freelance writer in music/arts publishing.

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Mobile Marketing: Is the Machine Fueled by Hope or Hype?

Written on
February 1st 2006
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by Kiran Aditham  |
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But while he cites an abundance of emerging options for brand marketers and agencies as well as more stabilized regulation and budget allocation, Becker seems stops short of his colleague’s “the year of mobile” mantra. He says, “additional services, like mobile TV and video, interactive and 3D gaming, alternate billing services, and more, will certainly be viable in 2006; however, they will not be ready for mass market use by marketers. These services will be niche market solutions.”

This is a statement that sits well with AA | Razorfish’s Baehr, who says that niche marketing — versus brand penetration - is the most feasible road to take with the mobile medium…for now. “That whole web-like experience via mobile is going to be limited by just the bandwidth that’s out there,” she says. “I think for the right advertiser with the right message, you can have an impact whether you’re on Sprint TV, the VCast or on a PSP. As far as SMS is concerned, it’s a great tie-in with a bigger campaign, if you want to engage your audience at that level. But mobile in the context of the phone, there’s definitely something there, but I don’t think we’ve quite found the right solution and the only thing that seems less clunky is the SMS. But the pipe is not quite there yet.”

So when will the pipe be opened? There isn’t a crystal ball to give us such information. But if history counts for anything, it’ll be a slow climb before the mobile marketing field will gain audience acceptance and find its place in the media hierarchy.

Tony Quin, in conclusion, says until the audience accepts mobile advertising first, it’s got nowhere to go. “I think most people probably don’t want to be interrupted by commercials on their cell phones. But I think the nature of the beast of this world is that everybody is going to try everything. They don’t know what’s going to work. It’s quite possible that this could catch on and that everybody could be buying everything with their cell phones, and that people could actually really like to look at content and watch 30-second commercials on them. [Mobile advertising] flies in the face of human nature as expressed when you empower people in an interactive Internet environment.”

He adds, “But stranger things have happened.”



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