According to most mobile marketeers the last ten years were all ‘the year of mobile’. Every year again they were telling that ‘mobile is really going to take off this year’. Well, since the end of 2007 I’m working in mobile and I think I’ve stepped in at the perfect moment. Although mobile marketing revenue might not be flying in at the moment, 2008 has until now really been the year of educating agencies and advertisers. Most of the big brands have run a trial campaign by now, and most of these campaigns gave a reason to proceed spending advertising budget on mobile. It makes sense to predict that in 2009 mobile marketing will manifest itself as a frequent part of the media mix.

Last Tuesday I attended a mobile marketing roundtable at the offices of MVNO Blyk. In this two hour discussion among thirty mobile experts it became clear that the mobile marketing industry is still not fully understood by agencies and advertisers. Because of the multiple mobile marketing possibilities, agencies and advertisers tend to get confused and switch off. Continue reading…

And of course I’ll show you my findings. In the presentation below you can see a magnificent collection of eight pie charts which tell you more than a thousand words. The main purpose of my research project was to link marketing goals to certain forms of mobile advertising and make the outcome of this question as concrete as possible. The outcome is in the second half of the presentation and consists of a sales funnel with marketing goals. The marketing goals (i.e. attention, interest, desire, action) are accompanied by different forms of mobile advertising. Every form of mobile advertising is clickable and links to a couple of cases in which the particular form is used. Unfortunately, Slideshare.net doesn’t allow links in presentations, so you should either download the desktop version or just click through the presentation without clicking any links.

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Last week I finished my thesis about attitudes and intentions in mobile advertising. I did an extensive literature research after the determinants of consumers’ attitudes and intentions towards mobile advertising. I was curious how this worked. Obviously, attitudes are the most important predictors of intentions. But is it the ad only that influences people’s overall attitude towards an advertising form? Or are there other factors that determine attitudes, like system dependent factors? I decided to analyze about fifteen behavioural research projects about mobile advertising to get my answer. Continue reading…

One of the first mobile advertising campaigns in The Netherlands was the mobile internet banner campaign of Microsoft, to promote their Office 2007 suit. This was a collaboration between Universal Media, MoMac and WebAds Interactive Advertising and was served on five Dutch mobile internet sites. The campaign generated 700.000 views and gained a Click Through Rate of 1,18%, which is very high compared to regular online advertising. The campaign also included a survey, which was completed by 910 users. 54% of these users indicated that they were positive about receiving mobile ads on their phone, 30% of the users were neutral and 16% indicated that they were negative about receiving mobile ads. Continue reading…