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Mobile marketing 'must be relevant'
Spending on mobile marketing is expected to soar in the years ahead, but experts are warning that mobile operators need to guard against irrelevancy.A new report from software company Redknee indicates that mobile advertising will work most effectively when complementing digital campaigns for the TV and the internet.
Peter Mottishaw, a senior analyst at OSS Observer, noted: "Mobile advertising has great potential for service providers, but must be relevant and targeted for customers to accept it. Service providers can only achieve this by enabling full personalisation and control of the advertising experience."
The new report also urges operators to develop an understanding of their subscribers. It is important, for instance, to approach subscribers permissively and at the right time, by using analytics and business intelligence throughout the process.
Targeted marketing is also important, as it tends to offer lower campaign costs and a higher relevancy ratio.
"Providing customers with control over their individual profiles and services is critical to customer satisfaction with mobile services," Mr Mottishaw continued.
"Customer expectations of online self-service have increased dramatically with the experience of internet services. The introduction of mobile marketingincreases the importance of delivering on these expectations," he added.
Online Advertising news posted on 27 March 2007
