Mobile advertising remains an untapped advertising frontier according to emarketer’s recent report. While online video, podcasts and subscription radio continue to gain audience interest, the handset with its limitless possibilities represents a marketing challenge. Travel marketers, for instance can benefit in many ways from mobile advertising – from banners pointing customers to the nearest hotel/destination to travel offers/reminders for frequent guests. However, e-marketer’s report notes that 90% of consumers in a Harris Interactive poll were not interested in receiving offers on their cellphones. The remaining 10% was open to the idea of being paid (cash or freebies) to receive advertising offers.
As the handset continues its evolution into a feature-packed, multimedia gizmo with attitude and image, perhaps the day is not far when the cellphone will become everyone’s preferred way to connect, be entertained and be marketed to! Currently, majority of US customers still use their cellphones in a functional way and it understandably remains their last bastion of privacy! Needed – an ipodization of mobile consumer engagement!