â€œWeâ€™re calling the phone â€˜the brand in your handâ€™ â€” you’re never more than a foot away from it, 24 hours a day,â€ said Fareena Sultan, associate professor of marketing at Northeastern Universityâ€™s College of Business Administration. The challenge, Sultan said, will be to produce an advertisement for the phone â€œthat excites the person holding it.â€
Also, â€œthe phone is a device that can be with the consumer . . . right there in the aisle. Thatâ€™s called the moment of truth,â€ said John Hadl, a strategic advisor for major brand marketers including Procter & Gamble Co.
â€œItâ€™s a very, very private space. People have a tremendous emotional attachment; weâ€™ve got to be really careful,â€ Sultan said. â€œIf you think spam is bad, itâ€™s really, really bad on your cellphone.â€
â€œWeâ€™re trying to be very prudent,â€ said Steve Krom, vice president and general manager for Cingular in New England. â€œThe big question is: Are users going to find it acceptable to see advertisements and pay for service, too?â€
Think youâ€™re ready to get into mobile marketing? Read/WriteWeb is also writing about mobile marketing today, with a 55-piece mobile marketing tool kit, designed to provide early adopters with the tools they need. These include
- Developersâ€™ mobile tools
- Sites to test your siteâ€™s mobile readiness
- Mobile site builders
- Mobile search engines
- Local sites
- Mobile portals (including ones from our favorite portals and mobile providers)
- Mobile social networks
- Mobile visual search (matching your cell phone cameraâ€™s pictures)
- Mobile video search
- Mobile downloads
- Real estate search
- Mobile map apps
In addition to these tools, the Boston Globe touts two other services especially for mobile advertisers:
uLocate Communications Inc. . . . plans to unveil mobile advertising that uses global positioning technology to send ads to phone users in specific locations later this year. . . . MobileLime . . . turns the phone into a mobile membership card that receives coupons and store alerts from grocery stores and fast-food restaurants.
Now youâ€™re all set to get into mobile marketingâ€”if you think consumers are really ready.