Advertise On Your Own Personal Phone Get Away From Mine

Written by Kelvin Wilson Friday, 03 December 2010 14:03

That doesn't mean marketers can't learn from the experiences of the pioneers. I recently sat down with Frederick Ghahramani, one of the founders of AirG, to try to understand what kind of marketing works on mobile phones. While there are lots of start-ups out there pledging to become the Google of the mobile device, Ghahramani thinks a better model for mobile is more retro: radio.

That doesn't mean marketers can't learn from the experiences of the pioneers. I recently sat down with Frederick Ghahramani, one of the founders of AirG, to try to understand what kind of marketing works on mobile phones. While there are lots of start-ups out there pledging to become the Google of the mobile device, Ghahramani thinks a better model for mobile is more retro: radio.

In the world of radio, Ghahramani argues, the 15- and 30-second spots aren't necessarily the very best types of messaging, but rather, the contests and the in-store appearances by djs, and on the air contests - activities that build relationships with customers and deliver something of value for them based on their interests and demographics.

Likewise, AirG provides advertisers banner ads, but some of their most successful campaigns involve contests and other loyaltybuilding endeavours. Some time ago, this helped to create a nationwide campaign to promote Boost's Hookt, a cellular social network website revealed by AirG, together with West Coast Customs, a custom car shop well known to many viewers of MTV's (Pimp My Ride). Included in the contest, Hookt customers can apply to win a new Dodge Charger tricked out by West Coast Customs. Adjustments involved "Pimp My Ride" luxuries such as Lexani Sterling Wheels, Toyo Tires and a Rex Billet grill.

Customers could enter the contest via Boost or via mail or even the Web. More than 98 percent of that 1.6 million contest entries came via mobile. "There's a lot of slots available," Ghahramani says, referring to the advertising inventory in the mobile world, "however there is much more money to be made being creative."

The main mistake inside mobile marketing is simply not understanding the relationship of a consumer and their particular cellular gadget, if you're able to reach a possible buyer with an offer that is both interesting and useful you have not just gained a customer but a trustworthy digital follower. Which will out weigh and complicated advertising campaign from the largest ad organization with deep-pockets