Wireless carriers believe in the power of advertising. Two of the major advertisers in last month’s Super Bowl were the nation’s two largest wireless carriers, Verizon Wireless and Cingular.
But wireless carriers have been reluctant to push advertising over their wireless networks, saying they don’t want to unnecessarily annoy customers. (If only they were so concerned about bad network coverage.)
I recently tested a wireless advertising service with mixed results. I most enjoyed the quizzes on SkyGo’s wireless advertising beta test and probably would have gone to the local KFC-if it had been on the way home-to buy supper one night. But I also could see where wireless advertising may not live up to the expectations of advertisers. (To its benefit, the SkyGo service was not intrusive and was a piece of cake to use.)
As an AOL user, I am forced to see an ad every time before I am connected to the Internet. In a large display is a “Tell me more” box, which I can click if I am interested in learning how to speak Spanish or buy a RIM device or whatever else is being highlighted that session. Or I can find and click on the teensy-weensy “No Thanks” button, thus getting to my home page. Like Pavlov’s dog, I have been trained to click “No Thanks,” out of habit. Obviously, this is not good news for AOL advertisers. (I don’t find this feature especially irritating, just useless.)
In general, banner advertising on the wired Internet is losing some of its wonder, forcing operators to look at alternatives, like sweepstakes. While no one disputes the power of advertising, finding the best formula for luring the right customers to buy products via the wireless Internet is a complex equation.
For my money, consumers will allow and/or appreciate wireless advertising if they think they are getting special treatment. To me, this most effectively translates into dollars off that are not available to everyone else.
If Subway is advertising a $2 special and I know that because of TV, radio and newspaper advertisements, I may find a wireless Web advertisement for a $2 special on my phone irritating. But if I get the $2 price because I am a customer of Carrier A, suddenly it’s not so irritating, especially if Carrier B customers have to pay $3 for the same Subway deal.
Make it valuable. Make it easy. Make it nonintrusive. Make it fun. And make it special so that I feel I’ve gotten a good deal-because no one can resist a good deal.
