Re: Mobile advertising

From: John Gaskill <jg_at_info-central-usa.com>
Date: Thu 05 Sep 2002 19:42:54 -0500

Dejan Bizinger wrote:

>What do you think about advertising thru mobile phones and other
>mobile devices? Do you think that it will be the next big thing?

Advertising to mobile phone users is a practice that I could
not recommend to any advertiser if I were in the agency
business. Why? It comes down to numbers.

If you have a sandwich shop (often used as an example
of the ideal "mobile" advertiser) your best bet is to advertise
to all the people in your immediate market area. This means
using outdoor, window signs, etc., and sending flyers and
menus to local residents and businesses.

The amount of new business to be picked up via mobile
phone advertising is likely to be a fraction of what a good
sign produces in a high foot traffic location.

Mobile phone advertising strikes me as EXTREME,
and excessively intrusive. It also points out the reality
of the economic concept of diminishing marginal utility.

The fact that it can be done does not justify doing it.
Fortunately, most advertisers seem to understand
that mobile is an aberration, a technology looking for
a market, and are not supporting it.


John Gaskill
jg_at_Info-Central-USA.com
http://Info-Central-USA.com





Received on Thu Sep 05 2002 - 19:42:54 CDT