Mobile Advertising - who’s gonna pay?
There is growing interest in mobile advertising, but my pragmatic side keeps wondering . . .
1. It seems to me that most mobile search will be extremely local in nature AND heavily skewed toward travel / dining / entertainment / retail categories.
2. Having spent the best years of my life in local advertising, I find many of those categories among the most difficult to sell directive advertising to.
Some of this is because of the low transaction value (ie. coffee and bagels)
Some of this is because of off-site decision making. (ie. hotel / motel / rental car decisions are not made by the dude behind the desk)
3. However, because cell phones and cars go together, the automotive categories should be likely candidates to advertise. We’ve found automotive service businesses are very interested in local online / mobile advertising.
I think the reasons for this are two-fold. The results for automotive advertisers are outstanding. And, the decision makers are easy to reach.
It will be interesting to see how this all develops.
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