A Closer Look At Cell Phone Marketing

BusinessWeek takes a closer look at marketing on cell phones.
I’m not sure what’s hype and what’s reality, but the head of Verizon is pretty optimistic:

John Stratton, chief marketing officer at Verizon Wireless, the leading U.S. wireless service provider after Cingular, recently told advertising execs he believes mobile advertising will eventually grab 25% to 30% of the approximately $100 billion spent on branding in the U.S. each year. Considering that U.S. wireless operators generate about $100 billion in service revenue annually, the industry is eyeing one of its biggest revenue opportunities in decades.

But the article goes on to cite some stats that don’t seem to share Stratton’s optimism:

The trick is finding the right incentives. A Jupiter Research survey of 2,200 consumers in May showed that 20% say they might be induced to receive promotions if it comes with free airtime, ringtones, games, or a free new cell phone. Discovery Channel has a different approach. It sends users trivia questions related to coming episodes of I Shouldn’t Be Alive.
But 80% of mobile users are adamant about not wanting any ads at all. And it’s that majority that will determine whether mobile marketing really lives.

I’m just not a big fan of cell phones. I have one, but I try to use it as little as possible. Am I in the minority? Are you watching video on your cell phone?

About Dan Goldgeier

Blogging on AdPulp since 2005, Dan Goldgeier is a Seattle-based freelance copywriter with experience at advertising agencies across the U.S. He is a graduate of the Creative Circus ad school, and currently teaches at Seattle's School of Visual Concepts. In addition, he is a regular columnist for TalentZoo.com. Dan published the best of his TalentZoo.com columns in a book entitled View From The Cheap Seats: A Broader Look at Advertising, Marketing, Branding, Global Politics, Office Politics, Sexual Politics, and Getting Drunk During a Job Interview. Look for it on Amazon in paperback and e-book editions.

  • http://adpulp.com David Burn

    Cell phones suck. They make otherwise good people into horrid drivers, rude subway commuters and clueless retail shoppers.

  • http://www.marketing.fm Lee

    I think Mobile video will prove to be most exciting among 18-34 year olds. I do believe that people will always prefer to watch television shows, movies and live sports on a big screen (just like I prefer email on a computer vs. a blackberry – but I still want email access at all times). However, given the opportunity, I would still like the option to watch whatever I want, whenever I want, wherever I am – and that’s the beauty of mobile video.

  • http://www.adpulp.com Shawn

    The cell phone manners of most folks suck, not necessarily the cell phones.
    I haven’t had a land line in 7 years, but the last thing I want is mobile advertising to invade my 1″ x 1″ screen.

  • http://smsmediagroup.com Gary Brooks

    We have been doing ad-support SMS content for a few years, and it’s has been a good value for the subscriber because it allows them to get the content for free rather than having yet another fee on their cell bill. You must have compelling content though, if not subscribers will opt-out. For the advertiser, it gives them an opportunity to reach the cell phone user in a non-abtrusive and safe way without hurting their brand. Their ad appears at the end of the SMS content.

  • http://www.myspace.com/fuckpplwholied marilyn

    cell phone suck

  • http://www.myspace.com/fuckpplwholied marilyn

    cell phone suck

  • http://www.myspace.com/fuckpplwholied marilyn

    cell phone suck