Research on mobile web demographics is still in its infancy, but the picture is slowly emerging like a Polaroid being waved in the air. And the picture bodes well for traditional TV advertisers who have been frustrated by diminishing audiences of young adults.
Nielsen recently reported that 25% of 18-34 year olds used mobile web technology earlier this year. That number, it's assumed, is larger now. And it outpaces, by a wide margin, all other demos.
Among the 12+ population, only 14% used the mobile web. What's surprising is that virtually the same number of teens (15%) reported mobile web use.
And the skew is decidedly male (55%). Not overwhelming, but significant.
What's not apparent is how these people accessed the mobile web. Did they go through their carrier's deck? Did they log onto a site on their own? Or did they click on an SMS-delivered link as part of a text promotion?
The details will emerge as to the best way to facilitate mobile web engagement. But for now, the signs are very encouraging. Especially for advertising who are seeing their target 18-34 demo slip out the back door and leave traditional media sitting alone at the table.
Monday, November 5, 2007
Friday, November 2, 2007
Mo7 Mobile Rules of Engagement: Wrap up
[This is the final installment of this week's series on Engagement. Previous posts are listed below.]
Mobile has tremendous power to engage. Think through your mobile campaign from the perspective of the consumer.
People who use mobile to access your marketing expect to unleash an immediate chain reaction. Make sure it happens for them.
They're letting you into a very personal area of their lives. Feel priviledged. And reward them for it. Make it feel good for them. Whether you're delivering info, access or an instant win, make sure they're gratified by the experience.
The last thing using your cell phone should be is the first thing it often is: difficult! So make it simple. Think it through from the consumer's perspective. Simplicity, ease and convenience will yield results.
Apply our “Mobile Rules of Engagement,” and you’re bound to increase engagement...and ROI with your mobile campaigns.
Mobile has tremendous power to engage. Think through your mobile campaign from the perspective of the consumer.
People who use mobile to access your marketing expect to unleash an immediate chain reaction. Make sure it happens for them.
They're letting you into a very personal area of their lives. Feel priviledged. And reward them for it. Make it feel good for them. Whether you're delivering info, access or an instant win, make sure they're gratified by the experience.
The last thing using your cell phone should be is the first thing it often is: difficult! So make it simple. Think it through from the consumer's perspective. Simplicity, ease and convenience will yield results.
Apply our “Mobile Rules of Engagement,” and you’re bound to increase engagement...and ROI with your mobile campaigns.
Thursday, November 1, 2007
Mobile Rule of Engagement #3: Convenience
[Part 3 in this week's series on "Engagement." See below for previous posts in this series.]
We are, after all, marketing to people on the go. So keep it simple. In fact, our company’s slogan is: “Mobile marketing made simple.”
Long ago, we recognized that CMOs and marketing directors didn’t have time to adequately deal with all of the intricacies of mobile. They barely had time to manage their mainstream marketing channels. They’re so busy that we needed to make it turnkey.
Mobile consumers are just as busy, so simplify. For instance, we tell clients to provide easy to take action-steps in every communication. And include a WAP link that is barebones, so it downloads quickly to the consumer’s cell phone.
We use drop-down menus whenever possible, to reduce the need for typing. And we try to surround the end-user with multiple response channels that are all just a click away and simple to navigate.
We are, after all, marketing to people on the go. So keep it simple. In fact, our company’s slogan is: “Mobile marketing made simple.”
Long ago, we recognized that CMOs and marketing directors didn’t have time to adequately deal with all of the intricacies of mobile. They barely had time to manage their mainstream marketing channels. They’re so busy that we needed to make it turnkey.
Mobile consumers are just as busy, so simplify. For instance, we tell clients to provide easy to take action-steps in every communication. And include a WAP link that is barebones, so it downloads quickly to the consumer’s cell phone.
We use drop-down menus whenever possible, to reduce the need for typing. And we try to surround the end-user with multiple response channels that are all just a click away and simple to navigate.
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