The conversation around mobile advertising
Mobile isn’t just about apps. Conversational advertising will represent 8% of total mobile marketing messaging activity in 2010, and will be the dominant model in the marketplace by 2015, commanding more than 70% of revenues for total mobile marketing messaging, according to a report from SinglePoint/mobileSQUARED.
“Those who believe that apps are the optimal way to advertise on mobile should consider the limited reach of the medium,” says Gowri Shankar, CEO, SinglePoint. “In contrast, text messaging is applicable to all, and our experience with major brands has demonstrated that text is both engaging and creative – even in a rich-media environment.
“Messaging as a direct channel to the consumer sidesteps the issue of discoverability altogether, but can play a role in the discoverability of apps. Not only can it assist a consumer in locating an app, it can remind the user to use the app and inform the consumer of updates. To date the worlds of messaging, Web and apps have yet to converge. Conversational advertising makes it possible, while always relevant and contextualised to the needs of the consumer.”
