Ignore the hype and tailor your mobile activity to your audience

Unless you really understand the mobile behaviour of your target consumers, you're in danger of wasting your money. Although stories about the iPhone regularly feature in the press, it's vital that you're not blinded by the hype, otherwise you'll end up with a distorted picture o...

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Bibliographic Details
Published in:New Media Age 2009-10, p.9-9
Main Author: Kershaw, Edward
Format: Magazinearticle
Language:English
Subjects:
Audiences
Company marketing practices
Consumer behavior
Economic aspects
Forecasts and trends
Market trend/market analysis
Marketing
Mobile commerce
Mobile marketing
Online advertising
Text messaging
Wireless telephone software
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Summary:Unless you really understand the mobile behaviour of your target consumers, you're in danger of wasting your money. Although stories about the iPhone regularly feature in the press, it's vital that you're not blinded by the hype, otherwise you'll end up with a distorted picture of the mobile market. So whether you're an advertiser or a publisher, you need to look closely at the mobile life of your audience; their handsets, usage of mobile media, attitudes to technology, even their typical mobile tariff. Then work out how best to reach them.
ISSN:1364-7776