Defined by Your Mobile
ADOTAS – In the past, people were defined by the cars they drove (or by the cars they didn’t drive, as in the case of the famous ad campaign for the now defunct Oldsmobile line of cars from General Motors, which used the “Not Your Grandfather’s Oldsmobile” tagline).
But in today’s eco-friendly world, we’re being defined by something that consumes less gasoline than a car –- our mobile phone. This is even truer with new mobile smartphones.
Think about your friends who own Blackberries and/or iPhones. Aren’t there commonalities among your friends that use iPhones versus the ones that use Blackberries?
With the Palm Pre, the Motorola Droid and now Google’s Nexus One, there will be even more ways to be defined.
Marketers of all products/categories have always looked for leading product categories through which to define markets, even if the defining product had nothing to do with the product being marketed.
For example, there are many marketers who have defined their product offering as intended for Cadillac drivers or Saab or Volvo drivers, because the choice of car often represents greater lifestyle choices. Now with mobile marketing, this process is coming full cycle.
According to mobile phone ad network Todacell (disclosure: I work with Todacell), there are mobile ad campaigns where performance can be tracked based on the make and model of the telephone the user has. For example, for one campaign running on a mobile social networking website, ads performed much better on the WAP site on feature phones running on the AT&T and Verizon networks than via the iPhone. In this example, the advertiser skewed younger (than the typical iPhone customer).
Moving forward, mobile marketing will not be limited to phones. Mobile ad networks are already serving ads to mobile gaming devices, and soon other mobile computing devices like the iPad will also carry advertising.
And mobile marketing is not limited to the phone make or model. Mobile marketing provides the greatest opportunity to run time and/or location-based marketing campaigns, which add a layer of relevancy that should greatly enhance advertising conversion rates.
Furthermore, mobile devices can further aid marketing through mobile-driven payment models, which will enable swipping our mobile device in order to pay for something like a skinny vanilla latte late in the afternoon at the Starbuck’s down the street.
Thanks to the increase in data and the ease in with which we can use it, there are some exciting opportunities in store for mobile marketing that will enable redefining the value of personalization as an effective marketing tactic.
Reader Comments.
No comments yet
Leave a Comment
Article Sponsor
More Features
-
Loading ...
Latest News
- Funding in Brief: $10M for Spongecell, $8M for Prolexic February 9th 2012 ADOTAS – Rich media ad company Spongecell has raised $10 million [...] more »
- Google AdMob Axes Minimum Bids, Targeting Fees February 9th 2012 ADOTAS - As of Feb. 15, Google will change its [...] more »
- Infographic: HootSuite Analyses Social Media Impact of Super Bowl Ads February 7th 2012 ADOTAS - So, it’s the Tuesday after the Super Bowl, [...] more »
- Facebook to Serve Mobile Ads in Coming Weeks February 6th 2012 ADOTAS – According to a Financial Times report, Facebook will [...] more »
- Survey: 39 Percent of Mobile Users Responded to Super Bowl Ads Via Mobile February 6th 2012 ADOTAS - During the Super Bowl yesterday, mobile ad network [...] more »
- Sponsormob Leads the Way Into RTB for Mobile February 3rd 2012 ADOTAS – For more than half a decade, Berlin-based tech [...] more »
- Weird Study: Mobile Purchasing While in the Bathroom on the Rise February 3rd 2012 DM CONFIDENTIAL - According to 11mark, three-quarters of Americans with mobile [...] more »
Features
- Attribution Online: Introducers and Influencers and Closers… Oh My! February 9th 2012
- With gTLDs, Global Branding Starts with a Name February 9th 2012
- Rethinking the Online Advertising Ecosystem, Part One: Independent Publishers February 8th 2012
- Case Study: Social Ad Effectiveness February 8th 2012
- Video: “Build an SEO Foundation” Excerpt February 8th 2012
Spotlight
Sponsormob Leads the Way Into RTB for MobileADOTAS – For more than half a decade, Berlin-based tech firm Sponsormob has remained relevant in an industry characterized by [...] more...
Reader Favorites
Classifieds
- PS Technical Writer - SEO Data Analyst
- Interactive Project Manager
- Media Buyer
- PHP Software Engineer (Facebook Platform/Social AP
- SEO/Marketing Internship at Green Education Startu
Recent Comments
- Rick Noel: Nice post Mike. A few years back, we ran a large CPA campaign through an
- With gTLDs, Global Branding Starts with a Name – ADOTAS | ShopComs.com: [...] With gTLDs, Global Branding Starts with a NameADOTASADOTAS – It's no longer important how
- Domain Outlook : Latest Domain News » Blog Archive » With gTLDs, Global Branding Starts with a Name - ADOTAS: [...] With gTLDs, Global Branding Starts with a NameADOTASADOTAS – It's no longer important how
- With gTLDs, Global Branding Starts with a Name: [...] and Microsoft have little to worry about over names like UnitedThis and UnitedThat. The
