Mobile Advertising

Have you ever received an advertisement on your mobile? Im serious. This is the latest channel of communication being used by advertisers to get your attention. Lets face it. The very nature of the mobile phone lends itself to being an excellent and engaging medium. For one thing, mobile advertising can reach you wherever you are, as you always carry your phone. For another, mobile advertising that reaches you on your phone can call out to you and gain your attention by allowing you to act on the message almost immediately. And finally, there is just too much clutter out there in regular advertising channels that mobile advertising has all but become a compulsion. Or as the old adage goes, a necessity that has resulted in an invention.

Some of the most reputed names in the advertising and client industries are going the mobile advertising way. And mobile advertising is not just your regular advertising that is delivered through the mobile medium. It has developed into a fine art by itself. In the early days, mobile advertising was little more than SMS messages masquerading as advertising. But nowadays, the medium itself has evolved to give us superior communication that not just impresses, but compels as well.

To take a case in point, gone are the days when mobile advertising spoke about the need to stay connected. In any kind of advertising, the first phase is usually meant to set the stage. In a manner of speaking, it is meant to educate the target audience about the usage of a new product. This was the case with mobile advertising in the past. When mobile advertising initially surfaced, the target audiences needed to be educated on their impact and what could be done with the message. For instance, could the user call a number tagged to the mobile advertising message? Could they visit a web site? Could they display the SMS or MMS to gain discounts at certain venues? These details needed to be explained. But of late, the commonality of mobile advertising has ensured that a new generation is well aware of the grammar of mobile advertising.

This enables advertisers to come up with newer and better mobile advertising campaigns, that push the envelope, in a manner of speaking. This is where customer expectation management becomes a critical purpose of mobile advertising. As mobile advertising has improved, the expectation of customers too have increased. And the day is not far when savvy customers themselves will define the future course of mobile advertising.

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