Mobile Marketing
Written by Nuri Djavit
A report out today by eMarketer takes a look at the evolving mobile marketing medium in Japan. Ahead of the rest of us by a significant factor, we’ve been watching not just the technology exploding out of the far East but also behavioral trends around emerging platforms.
The report suggests the reluctance of advertisers to push the technology to the, somewhat, advanced limits it offers and are exploiting opportunities with direct response and some sales response.
It’s important, however, to understand and discuss the relationship we have with our mobile phones and the impact of any ‘intrusion’ from seemingly pushy brands. That relationship is an intimate one and whilst we are clamoring for more and more content and functionality, we are all still demanding privacy and control. It may be the one device in the digital realm that users still ‘own’. We must be sensitive to this and encourage users to engage with the brands we’re representing in an elective manner. Any advertisers pushing unsolicited ads and sales calls via our mobile phones, will be causing more damage to those brands than they suspect.
