Monday, January 19, 2009

Is it the Mobile time?

The Internet was labelled new media 10 years ago. Even today, it is sometimes called that. With 300 million mobile subscribers, 47 million active users and advertising revenue of Rs 600 crore, - how mobile could be called new media.

An ultimate Swiss knife in mobiles. “Nobody needs a watch, a separate music player, an Internet browser, gaming device, search device, camera, pen drive, GPS, map or cricket and stock updates if they have a mobile,” .

Leveraging these in the market through services such as SMS, voice, mobile Internet and applications in accordance to every subscriber’s taste makes the difference.

Sending SMS alerts is the commonest mobile advertising method, where supply outstrips demand. “Using mobile responses by way of SMS for evaluating the offline media mix is a good idea,” citing the example of Intel. For Intel, Interactive Avenues tried to gauge which of three print ads was most effective, by way of the number of responses garnered via SMS.

While advertising on the mobile Internet, he said, one must focus on the relevance of the ad for the customer and maintain smaller formats and crisp messages. On the applications front, he said that the advent of 3G would bring about a sea change.

A good picture of the future of the medium. It is said that the mobile industry was growing at 60 per cent year on year, and today, there were 15 million GPRS users in the country.

“In the next five years, people will read their newspapers in the bathroom,” was recently stated, implying the ease of mobile use with the advent of technology. According to a worldwide study, only 7 per cent of the time spent on the iPhone is for conversing.

“Five to six per cent of the marketing budget should go to mobile marketing. Advertisers need to do more than just creating banner ads or WAP sites,” .

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