As more and more consumers abandon their landlines for cell phones, online marketers have been scrambling to figure out how their businesses can take advantage of what is being proclaimed as the next big thing in advertising—the mobile phone. And although consumer adoption of mobile services is anticipated to grow exponentially over the next couple of years, reaching these consumers will be much more difficult because of the inherit differences between the mobile and PC environments.
Despite some of these differences marketers can be assured an extremely high percentage of mobile phone users who conduct Internet searches on their phones intend to act immediately on the information they find. This means no matter what they decide to use as their mobile advertising vehicle—text, banner or pay per call—marketers who look to mobile phones to reach their target audiences will be able to connect consumers with business information at the exact moment when both intent and action are at their highest points.
So, what are some of the most effective ways for businesses to take advantage of mobile advertising to drive awareness and generate revenues?
Recent research shows the most favorable response to mobile ads was garnered by sponsored text links that appear as a result of an Internet search, confirming the value of returning ads relevant to the consumer’s search query. To capitalize on the mobile consumer’s level of intent, businesses should direct their ads to appear based on a consumer’s mobile search term and location.
Have a voice.
Advertisers can leverage the unique opportunities only the “unwired” mobile medium can deliver. For example, new ad-supported directory assistance (DA) providers have appeared, offering consumers free options to access business listings either by calling or text messaging with their mobile phones. Current industry estimates from The Kelsey Group predict annual U.S. revenues for free DA will grow from $14 million in 2007 to $462 million in 2012.