Mobile marketing presents opportunities, pitfalls

By Tony SchallerSpecial to Newspapers & Technology
We have all heard the buzz about mobile marketing. But what does it really mean, and how can newspaper publishers tap into this market?
When we first think about mobile phones, we think about how they provide easy, perhaps too easy, access that allows us to communicate and be reached in our busy lives.
We see the use of mobile technology all around us — in our cars, supermarkets, even waiting in line at the bank. And voice is just a part of mobile services. Text usage is ballooning, and as new phones appear with improved display technology, mobile browsers will allow users to access the Web via high-speed broadband and Wi-Fi conduits.
The result is that mobile communications have become an integral part of an extremely diverse demographic base, spanning segments as varied as high-tech professionals to elementary school students. Yet each of these groups, no matter how disparate, share a common thread: their use of cellular phones is based on an impulse-driven, real-time basis.

Don’t ignore
Newspaper publishers and advertisers cannot overlook the opportunities presented in this new paradigm. This use of mobile technology, whether it’s sending a message or playing a game, is accelerated by the convenience of the device as consumers strive to occupy their idle moments.
These so-called “micro-boredom” moments occur in three- to six-minute intervals during the time a consumer is using his or her cell phone.
And these intervals, which can occur anywhere from five to 20 times a day, represent a significant opportunity for a publisher to exploit readership and advertising consumption.
Indeed, if done correctly, mobile marketing brings with it the opportunity to reach a large demographic of the population in an immediate and thoughtful manner.
But these opportunities also come with challenges. At a minimum, content providers must keep in mind that their news and information will be consumed only during those micro-boredom moments when consumers have some time to spend.
As a result, articles and information must be concise, perhaps inviting consumers to read further via URLs that can be accessed later in the day.
Content must also be timely and ideally, have some urgency based on the user’s own personal preferences or interests. Even better: text messages that update an ongoing news event.
Publishers and advertisers face the challenge of relevancy and privacy. Mobile users will want to see value in the content or advertising they have selected to receive.
All mobile products, incorporating content and/or advertising, must also provide a means for the consumer to easily decline receiving similar items in the future.
Effective offerings will be the ones that ideally fit the needs and requirements of the mobile user. They must also be tailored to satisfy other requirements, such as the age and gender of the user, or the time of the day or week when the message is sent.
Advertisers have other factors to consider when designing their messages. Should their ads include click-to-call, click-to-URL or click-to-map location options?

Changing displays
What about display size and screen resolution? An advertiser’s banner ad that displays properly on a high-resolution Web may not be quite as appealing when displayed on a mobile screen.
Clearly, mobile marketing offers intriguing rewards for advertisers and publishers. The number of mobile devices shipped (more than 1 million each day worldwide), combined with the number of slots available to advertisers, has created a powerful medium through which marketers can reach consumers.
The collective challenge will be for providers to ensure that consumers enjoy a positive experience with respect to the content they are receiving, whether it’s news, entertainment or advertising.
That means information that consumers can easily manipulate and decide whether to keep receiving, and information that’s relevant to their needs and interests.

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