Thursday, September 07, 2006
Media Guardian notes that Advertising on mobile phones is expected to boom over the next five years, creating a market worth more than $11.3bn (£6bn) annually, with consumers persuaded to accept adverts on their handsets by the offer of free content such as TV channels, games and music.
I don't want to pour cold water on the hopes and aspirations of the aadvertisingindustry (all those advertising bucks and no where to spend them) but, it you want a serious turn off for mobile, advertising is it. They could get a lot of mud on their face.
This can only be good news for VoIP and the vendors of services that are not driven by 'in yer face' scream marketing.
Offering the means by which we can seek interesting things, including entertainment, when we want it, how we want it and in the way we want it is very different.
This means that PR has to understand the breadth of communications platforms that are available (print, radio TV, Mobile, PC etc) and the channels that can be levered on such platforms (pamphlets, newspapers, broadcast, interactive, blogs, podcasts etc).
It has to then consider values of the client and those with akin values and strike up a relationship (conversation) that is transparent, honest, open and inclusive and the social group will form round the subject values. They will, of course want their say, they may want to change the offering and they might even be critical.
But advertising is a nonsense
The offer of free content such as TV channels, games and music as part of a conversation both before and after the event such that these freebies are integral to the organisation's value proposition will be a great way to engage key publics and the organisation's constituency.
Its PR and its not cheap, but there again when was advertising cheap and how often engaging?
Picture: a scene on a soap here called 'Emmerdale' a candidate for mobile TV