The extension of Googles AdWords platform on to mobile devices that use full web browsers is a step in the right direction, taking advantage of the mobile channels unique ability to deliver targeted marketing and advertising. But mobile advertising has much more to offer, and slow adoption of mobile advertising best practice is causing marketers and operators to miss out on the success currently being enjoyed in other markets.
So says Andrew Grill, Head of Business Development at mobile advertising company, Gigafone, who believes that UK marketers and mobile operators are missing out on potential revenue, and that with traditional revenue streams dwindling, its time to sit up and pay attention. Grill stresses, however, that mobile advertisers must not rush in, and must go about things in the right way. He says:
Consumers must have control over what they receive, and invasive advertising will turn them off. It is vital to bear in mind the three Ps of mobile advertising: permission, preference and privacy. People will decide what they see, receive, and engage with, so we need to ask their permission. People will decide what content they find relevant, so inference and assumption have a limited lifespan, hence consumer preference is fundamental. People will decide where their data is stored and how it is used, so we need to respect their privacy.
Googles announcement will herald some good news for mobile advertisers and marketers, but this should not be seen as an open invitation to bombard consumers with unsolicited advertising. On the contrary, this is a demand from our consumers that we take their desires into account, respect their privacy, and apply our business tools more intelligently.”