mobile city,According to the internet research firm, eMarketer, there are over 405-million ambulatory internet users worldwide. Projections see this figure reading over 800-million in quaternary years. Staggering indeed, and an exciting opportunity for internet marketers, especially in continent where ambulatory represents a much larger penetration than fixed line Internet connections.
mobile life,It’s also an exciting opportunity to engage with customers because it enables marketers to interact with them right at their touch-point with the internet,mobile city, right in the palm of their hand.
Handheld devices are becoming more and more enabled, and this combination of PDA, camera, email, MP3 player, internet browser and so forth is only serving to attain the penetration and dependency on these devices more and more prolific.
Clearly, with ambulatory and WAP sites, the ambulatory internet brings a new dimension to ecommerce and the way transactions are done.
How WAP differs from traditional web
WAP sites need to be simple and suitable for the small screen size. In addition to the design and technical considerations when swing together a WAP site,mobile life, marketers need to study that the purposes or aim of a ambulatory internet user are potentially different to a person movement in front of a computer.
WAP users tend to favour goal-driven services that provide quick answers to restricted problems. Examples allow finding the nearest hotel, a towing assist or defy forecasts. Other uses for WAP allow entertainment-focused services for users who are looking to kill time.
Overall, WAP services should target users with unmediated context-driven content.
Mobile services now allow everything from SMS to podcasting and video-on-the-go, so the opportunities to advertise are virtually limitless.
The Mobile Marketing Association (MMA) released a whitepaper in April 2008 which presents an overview of ambulatory business as it stands.
The ambulatory channels that are defined allow ambulatory web,mobile life,downloadable applications, ambulatory messaging and ambulatory video. Each steer presents a number of business opportunities.
Mobile Web
The most manifest steer is perhaps the ambulatory web.mobile life, On the ambulatory web, business opportunities allow flag advertising, text ads and branded ambulatory websites.
Here, ads are primarily sold on a CPC or CPM basis. It is possible to set up ads in a number of formats in the ambulatory scheme channel, but these are most commonly flag and text ads.
Mobile Messaging
These days virtually every single handset, no matter how rudimentary, is able to beam and obtain Short Message Service (SMS) and to a certain but more restricted extent, Multimedia Messaging Service (MMS). These form the basis of ambulatory messaging,mobile life.
SMS is restricted to only text characters, while MMS crapper allow images, sound and video content. There are a number of opportunities for advertisers through the ambulatory messaging steer – these allow text advertisements, branding though splash pages and animated images.
Downloadable Applications
Downloadable applications refers to software or restricted content that users download to their ambulatory device, that then relic on the phone – these services crapper allow games, ringtones and lifestyle tool applications. These types of application downloads are only available to those users with compatible devices and data plans.
Advertising opportunities within the downloadable application steer allow ad positioning within the apps, and branded applications.
Mobile Video
The test steer is ambulatory video. This refers to video that is sent via a cell phone operator network to a handset’s embedded media player.
Mobile videos are either streamed live or downloaded either from the ambulatory web, or as conception of an MMS.
Ad positioning here crapper be as pre-, post- or mid-roll adverts. Marketers could incorporate noise images or produce branded videos specifically for this channel.
What are the expected results?
These business opportunities crapper be useful as conception of a broader CRM strategy, for branding, direct sales and for driving users to a ambulatory or WAP site.
Many ambulatory advertisers report response rates of between 10 and 30 percent, meaning that targeted ambulatory business is a powerful tool. With the forecasts indicating a high adoption rate and rapid expansion in this area, the ambulatory arena is certainly one that should not be neglected when it comes to broader internet marketing strategies.
