Chapter 4. Launching a Mobile Advertising Campaign
In This Chapter
Recognizing the players in mobile advertising
Placing ads on mobile Internet sites, in the voice channel, and in messaging
Checking out proximity and product-package ads
Adding viral, social, vanity, and charitable elements to mobile marketing
Within the practice of mobile marketing, mobile advertising is the paid placement of your marketing messages within mobile media properties. A mobile media property is a branded service that uses any of the many mobile paths to reach subscribers and deliver content and services through the mobile channel. (For a review of the mobile paths, see Book VIII, Chapter 1.) A mobile media property could be a classified text-messaging alert service owned and managed by a newspaper, a mobile Web site owned by a movie studio, your own mobile Web site or text-messaging service, or any number of other mobile programs.
Mobile advertising is really no different from any other form of advertising you may conduct in traditional and new media. Its purpose — and the reason you should care about it — is that you can use it to get your message out in the marketplace and in front of members of your target audience so that they know you exist, know what you have to offer, and know what you stand for. If the marketing message that consumers see in your mobile advertising resonates with them, they'll respond to your advertisement and engage in your marketing — participate in your sweepstakes promotion, redeem ...
Get Web Marketing all-in-one for Dummies® now with the O’Reilly learning platform.
O’Reilly members experience books, live events, courses curated by job role, and more from O’Reilly and nearly 200 top publishers.