Finding Content with Wireless Advertising (573 words)
The research, which was carried out by Netsurvey, confirms that people are willing to accept the messages. In all:
• 75 percent would like to influence the advertising messages they receive.
• 70 percent reacted positively to ad messages in exchange for free SMS.
• 60 percent reacted positively to targeted messages.
• 40 percent reacted positively to advertising messages via wireless phones.
• 28 percent were interested in the campaign/offer.
• 18 percent actively pursued more information either digitally or through independent research.
Ericsson, for instance, used the channel as a recruiting tool. Targeting those who elected to get IT headlines or the latest news on the Napster case, Ericsson asked if anyone was looking for a job.
If you're looking for direct response, this channel currently has a leg up on the Internet. Until voice over internet protocol (VoIP) becomes a commonality, SMS is the only direct response ad that allows recipients to check out the Web site, send an e-mail or be connected to a call center with a push of a button.
Dennis and Eriksson see this field moving to the point where things such as conference calls or even entire phone plans can be provided to the customer sans charge.
"We have an opportunity to offer the customer real value," says Dennis, "but it has to be an opt-in policy. You can't hoodwink consumers when it comes to their phones."
Many have expressed concern that corporate messages through wireless devices—often the very tools on which people conduct their own business—will become intrusive. Eriksson and Dennis recognize these negative connotations, but believe wireless advertising can become a powerful medium as long as the consumer is in control.