That’s an ad you might see if you try surfing the web with your Motorola Razr phone only it’s being sent to you by Nokia. It’s called “intercept campaigning” and according to an article in today’s Wall Street Journal, it’s becoming very popular among cell phone companies as they all vie for a piece of a pretty small pie.
Says, Phuc Truong, managing director of Mobext:
“The [wireless] market is saturated, and pretty cutthroat. There’s not that much room to play. You can go after a new segment that doesn’t have mobile phones, or you could refine and search for users that just are getting out of their two-year plans.”
We’ve all seen these targeted ads online, but advances in targeting technology have now made it possible to detect what kind of phone a person is using and who provides their service.
But just because we can, doesn’t mean we should. Ads that slam a competitor are bad enough, but when an ad starts taking issue with my own personal choices, that’s just wrong. If you want to sell me a product, convince me that yours is the best tool for the job. Don’t beat me down with the fact that my current choice is out-dated or out of fashion.
What do you think? Is intercept campaigning smart advertising or one step over the line?