Comments on: Ten Reasons Why Mobile Advertising Has Not Reached Its Potential

By: Ten Reasons Why Mobile Advertising Has Not Reached Its Potential « Mobile Mandala

Mon, 19 Oct 2009 04:00:03 +0000

[...] mobile phone has developed, and is continually developing, behavioral mores and cultural norms that have very serious implications for marketers. Violate one of those norms, and the [...]

By: Ten Reasons Why Mobile Advertising Has Not Reached Its Potential « Mobile Mandala

Mon, 12 Oct 2009 04:41:20 +0000

[...] believe the same advice is appropriate for mobile. Consumers have already begun to determine behavioral and usage patterns for their mobile phones based upon the native characteristics specific… When marketers and advertisers import other media solutions not designed for the mobile [...]

By: Ten Reasons Why Mobile Advertising Has Not Reached Its Potential « Mobile Mandala

Mon, 05 Oct 2009 05:18:34 +0000

[...] That statement really summarizes an important aspect of the magic and uniqueness of the mobile phone. We’ve discussed in this blog how the first part of that statement, “always with me”, has contributed to the highly personal nature of this interactive communication ecosystem. [...]

By: Carnival of the Mobilists « Mobile Mandala

Carnival of the Mobilists « Mobile Mandala — Tue, 29 Sep 2009 18:16:59 +0000

[...] week, Mobile Mandala’s Ten Reasons Why Mobile Advertising Has Not Reached Its Potential Reason #5 Don’t Break Up … was selected as one of the best posts of the week. You can find this week’s Carnival of the [...]

By: The Carnival of the Mobilists #193 is Here | Volker on Mobile

The Carnival of the Mobilists #193 is Here | Volker on Mobile — Sun, 27 Sep 2009 23:35:10 +0000

[...] Jaffe then treats us to part 5 of his series "why mobile advertising has not reached its potential", and his thoughts are very valid indeed. He reckons that the phone is more than only another media [...]

By: Kelly Brooks

Kelly Brooks — Fri, 25 Sep 2009 12:47:32 +0000

Hi there.

Great post so far. I have come from 10 years of desktop web experience in an agency environment. I have recently launched and am directing our mobile division. One of the greatest challenges I am finding is convincing the client that wants mobile that they can’t just dump all of their desktop content onto their online mobile presence! I have to educate them so that they understand that mobile is not just a third screen (great point BTW). It is a device that people have a very intimate relationship with. Content must relate to context and user experience is top priority. Before we even agree to do a mobile strategy for a client, we analyze their desktop site for 60 days so that we have some “proof” of what content their mobile users are interested in in comparison to their desktop site. This allows us to prove to the client that they should start out with a 6 page experience vs a 500 page one. And no, their logo CAN’T be bigger.

I really feel it is the responsibility of the agencies that are selling mobile strategy to their clients to educate and learn themselves. This would really improve a lot of the poor strategy that is occurring on mobile right now.

I am still explaining usability to desktop clients. They are just starting to “get it”. For mobile, we have to be much more pro-active. It is our duty, as seasoned online media professionals, to educate ourselves and our clients on the medium. If we lose a client because they can’t commit to a sensible strategy, then we won’t proceed with the campaign.

Cheers,

Kelly Brooks
SpeakFeel Mobile
SpeakFeel.ca

By: Del

Del — Wed, 23 Sep 2009 09:52:32 +0000

These are very good points that you bring to the table, for any organization to simply apply “web advertising rules” to an individuals, highly personal and cherished Mobile Phone, really has missed the potential opportunity that the “personal interaction” brings.
On the other hand we also here a lot about “Opt in”, absolutely agree that any advertising / Marketing on the mobile phone needs to be “opt in”, but there needs to be more…for instance on Facebook, I “opted in” to setup an account and see what my friends are doing, but I’m fed up with Farmville and Mafia wars updates obliterating my page…… point being that “relevance” is a close partner to “Opt in”, and it is the successful relationship between these two points that will lead to a much better and positive experience for the consumer and Advertiser.

By: Kristen

Kristen — Wed, 23 Sep 2009 05:07:59 +0000

Thanks for this post. I couldn’t agree more that you should avoid (like the plague) simply re-purposing web or print content for the 3rd screen. This is something we spend a lot of time educating our partners and clients on, but ultimately a major key in the success of our mobile magazines and our partners’ promotional efforts.