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Message to Media Buyers: Don"t Forget Mobile Advertising

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Mobile advertising has been on the horizon for some time now but many people are predicting that 2011 will be the year it finally hits the big time.
Mobile advertising forms part of digital advertising but is (currently) distinguished by its far greater success.
In a Mashable article published last year, Jack Philbin of Vibes Media said that conversion rates for text messaging or SMS ads are significantly higher than those for email and internet display ads.
Number-wise this amounts to 8.
22% compared to 1.
73% and 4.
43% respectively.
The success of mobile advertising can be attributed to several factors, including: •Wide reach: It's rare to find someone who doesn't own a cell phone.
From the very old to the very young and the uber-rich to those living below the bread line, cell phones are a permanent feature in all our lives.
•Immediacy: A study by SinglePoint (cited by Mashable) states that 90% of text message are read within three minutes of being delivered and over 99% of all text messages are read.
•Interactivity: Basic opt-in text ads generate interest in products, services and brands with the result that many people make the effort to seek out more information or allow the company concerned to contact them for more information.
More complex ads for smartphones allow for even greater interactivity and engagement.
The trick to mobile advertising is to understand multiple consumer markets.
Veli Ngubane of digital marketing agency Krazyboyz says that personal level market insights are essential to successfully connect with mobile consumers.
Media planners and buyers can no longer adopt a generalised approach or get away with assumptions about their target markets.
Consumers have found their voice and thanks to mobile technology they aren't afraid to use it.
This is fantastic when all the interaction and feedback is good, but can be disastrous if a segment of your audience takes offence.
Getting to grips with different market segments is particularly important in emerging economies where there is a vast discrepancy between the haves and have-nots, as well as in markets with varying racial dynamics.
According to Ngubane, advertisers need to take the daily realities of their markets into consideration.
If the findings indicate that marketing campaigns need to be broken down and customised to suit different segments of the population then it is essential to do so, otherwise marketers risk alienating the very people they're trying to reach.
As Ngubane says, "Social media and the mobile market are fast and it is right there in the middle of each person's life, and not something outside of it.
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