Whilst many marketeers are keen to drive traffic to their websites, they are generally counting the page impressions on those sites and using that to attract advertisers. The problem with this is partly that in the past people have generated 'clicks' artificially in some cases, but it is also that we don't usually know how many visitors we get.
In a mobile advertising environment we have far fewer impressions at the moment, but we can track unique visitors and profile the pages they read on each visit. If we are smart we can also learn more about these people by working with the mobile carrier. For example we will already know the make and model of their phone. And some analysts try to make marketing assumptions based upon this fact alone. But the mobile operator can provide far more information as follows:
- Pre-pay vs Post-pay customer.
- Male vs Female
- High vs Low propensity to spend.
- Location current, and address where phone user lives/works.
- Age Group.
If you have all the above information, then you are going to be able to do a great job of targetting viewers with banner ads, and even though the traffic is relatively low, you should be able to reach the people you want at the time of day you think they will be most responsive.
The mobile advertising market may be taking off slowly, but I would expect that when the case studies have been circulated a few times that it will become important for every business to have a mobile presence. This is where companies like Dialogue with their Mobile Site Building tool and wealth of experience in mobile marketing can really help.
I talk to people regularly who are busy keeping up their Search Engine Optimisation efforts on their website. They all say they wish they had started a few years earlier when there were fewer sites and it was easier to get higher in the rankings. In my view it is going to be just the same with mobile internet. The people and companies who get in first will do much better than those coming along later.
So what's stopping you?
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