There's a very good reason many content providers, marketers, device manufacturers and application developers are intrigued by the mobile platform as an advertising venue.
Some researchers say it can outperform every other alternative, including "fixed" online channels, by quite some margin.
Some of us would quibble about whether it is so vastly superior on some dimensions. Some of us would argue TV is just as powerful as mobile on the "emotion" scale, and that lumping "print" in the same category as 'TV" makes no sense. Print is a "lower emotion" channel, compared to TV or even radio.
And this matrix is only a look at "potential" effectiveness. Advertising effectiveness depends on the quality of the creative material and many other factors beyond the mere choice of channel. Still, the potential reach and effectiveness of mobile marketing is clear, if perhaps overstated in this analysis.
Saturday, February 6, 2010
Is Mobile Marketing the "Best" Advertising Channel?
Labels:
mobile marketing,
online advertising
Gary Kim has been a communications industry analyst and journalist for more than 30 years, covering the business impact of technology. These days he especially studies changing business models and strategies.He speaks frequently at conferences and spends quite a lot of time organizing conferences and content as well.
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