Notice: Function _load_textdomain_just_in_time was called incorrectly. Translation loading for the wordpress-seo domain was triggered too early. This is usually an indicator for some code in the plugin or theme running too early. Translations should be loaded at the init action or later. Please see Debugging in WordPress for more information. (This message was added in version 6.7.0.) in /home3/retailp1/public_html/wp-includes/functions.php on line 6114

Notice: Function _load_textdomain_just_in_time was called incorrectly. Translation loading for the mfn-opts domain was triggered too early. This is usually an indicator for some code in the plugin or theme running too early. Translations should be loaded at the init action or later. Please see Debugging in WordPress for more information. (This message was added in version 6.7.0.) in /home3/retailp1/public_html/wp-includes/functions.php on line 6114

Warning: Cannot modify header information - headers already sent by (output started at /home3/retailp1/public_html/wp-includes/functions.php:6114) in /home3/retailp1/public_html/wp-includes/rest-api/class-wp-rest-server.php on line 1893

Warning: Cannot modify header information - headers already sent by (output started at /home3/retailp1/public_html/wp-includes/functions.php:6114) in /home3/retailp1/public_html/wp-includes/rest-api/class-wp-rest-server.php on line 1893

Warning: Cannot modify header information - headers already sent by (output started at /home3/retailp1/public_html/wp-includes/functions.php:6114) in /home3/retailp1/public_html/wp-includes/rest-api/class-wp-rest-server.php on line 1893

Warning: Cannot modify header information - headers already sent by (output started at /home3/retailp1/public_html/wp-includes/functions.php:6114) in /home3/retailp1/public_html/wp-includes/rest-api/class-wp-rest-server.php on line 1893

Warning: Cannot modify header information - headers already sent by (output started at /home3/retailp1/public_html/wp-includes/functions.php:6114) in /home3/retailp1/public_html/wp-includes/rest-api/class-wp-rest-server.php on line 1893

Warning: Cannot modify header information - headers already sent by (output started at /home3/retailp1/public_html/wp-includes/functions.php:6114) in /home3/retailp1/public_html/wp-includes/rest-api/class-wp-rest-server.php on line 1893

Warning: Cannot modify header information - headers already sent by (output started at /home3/retailp1/public_html/wp-includes/functions.php:6114) in /home3/retailp1/public_html/wp-includes/rest-api/class-wp-rest-server.php on line 1893

Warning: Cannot modify header information - headers already sent by (output started at /home3/retailp1/public_html/wp-includes/functions.php:6114) in /home3/retailp1/public_html/wp-includes/rest-api/class-wp-rest-server.php on line 1893
{"id":2923,"date":"2013-06-09T17:25:54","date_gmt":"2013-06-09T17:25:54","guid":{"rendered":"http:\/\/www.retailprophet.com\/?p=2923"},"modified":"2013-06-09T17:25:54","modified_gmt":"2013-06-09T17:25:54","slug":"the-problem-with-mobile-advertising-isnt-mobile-its-advertising","status":"publish","type":"post","link":"https:\/\/www.retailprophet.com\/2013\/06\/09\/the-problem-with-mobile-advertising-isnt-mobile-its-advertising\/","title":{"rendered":"The Problem With Mobile Advertising Isn’t Mobile. It’s Advertising"},"content":{"rendered":"

By Doug Stephens<\/p>\n

\"MAG\"<\/p>\n

In a recent article<\/a><\/strong> for Adweek David Gianatasio asked the question, \u201cWhy Does Mobile Advertising Stink?\u201d<\/b> And it\u2019s a great question, because it really does.\u00a0 And one can\u2019t help but wonder why, if everything is truly going mobile, advertising on mobile devices remains so ineffective?\u00a0 How, if as studies<\/a><\/strong> suggest, we are almost never without our mobile devices, can advertising on those devices be so bad?<\/p>\n

Some would argue it\u2019s simply a user-interface problem.\u00a0 Mobile ads are often so small you need eyes like a hawk and fingers like knitting needles to interact with them. Some of this can certainly be improved through mobile optimization of websites and \u201cresponsive\u201d design, which lays the ad out differently depending on the device it\u2019s being viewed on. But I think we can all agree that if all we do is shrink a webpage down to the size of an smartphone screen, we haven\u2019t really solved the mobile ad problem at all. Similarly, the evolution toward more native<\/a> <\/strong>advertising is likely to make some positive difference in efficacy, but I don\u2019t think these things alone addresses the real problem – which is that we still treat mobile advertising like advertising<\/i>. \u00a0And the truth is, that just can\u2019t be.<\/p>\n

Mobile is ME<\/b><\/h2>\n

 <\/p>\n

With other media channels like television, it was understood that the advertiser \u2013 not the consumer \u2013 owned the channel of communication and therefore, they also had permission to interrupt and annoy us anytime they wanted with advertisements. It was up to us to change the channel. The same is not true of mobile.\u00a0 Consumers have an intimate and personal relationship with their devices which are often highly customized with apps, skins and settings of their<\/i> choosing.\u00a0 When our device is hijacked by an annoying or cumbersome piece of advertising, we hate it and the poor impression we have of the offending brand can linger.<\/p>\n

Mobile is NOW<\/h2>\n

 <\/p>\n

Secondly, advertising, as we know it today, was never built for the mobile reality. It was a media form built for passive and sometimes even subliminal absorption \u2013 often while the user was doing nothing else.\u00a0 TV, magazines and newsprint worked well for advertising because the media was entirely location and context agnostic.\u00a0 Most had no situational relevance at all, only a degree of demographic targeting. Advertising wasn\u2019t about consumer context but merely consumer consciousness of the advertisers product or service.<\/p>\n

Mobile isn’t like that at all. It\u2019s\u2026well\u2026it\u2019s mobile!<\/i> And that means in a high percentage of situations, people are on the go and busy doing something else while consuming your content.\u00a0 And within that, the structure of information they need from brands, retailers and institutions needs to be entirely different.\u00a0 It has to have new properties:<\/p>\n

    \n
  1. Location awareness:<\/b>\u00a0 The communication should come to the consumer because they are in a very specific place. This can be as specific as a particular location within a given place.\u00a0 This is achievable over a number of platforms like geo-fencing or Wi-Fi.\u00a0 An emerging breed of technologies<\/a><\/strong> are getting better at combining location and behavioral data to more accurately target content to users based not only on where they are but also on what they’re likely doing there.<\/li>\n<\/ol>\n
      \n
    1. Contextual relevance:<\/b> The communication should be relevant to the place and the intended user response has to be appropriate given what the individual is likely doing in that place. \u00a0For example, Butterball turkeys recently ran mobile ads<\/a><\/strong> leading people to recipes for Turkey.\u00a0 I don\u2019t know about you but when I\u2019m out and about, I\u2019m rarely in the mood to pour over Turkey recipes.<\/li>\n<\/ol>\n
        \n
      1. Ruthless editing:<\/b> Forget pages of content of elaborate designs.\u00a0 Communications should be incredibly simple, elegant and navigable at a glance. SMS ads were highly successful for a reason and most agree the reason was simplicity and clarity. The same should be true of any mobile ad. \u00a0I’m stunned by the number of ads that are barely visible on my device.<\/li>\n<\/ol>\n
          \n
        1. Action Orientation:<\/b> The communication ought to promote immediate consumer action<\/i>, as opposed to simply\u00a0consideration<\/i> toward future action.\u00a0 The goal is to have the participant do something of value to them right now \u2013up to and including making a purchase\u2026now. Think impulse over information.<\/li>\n<\/ol>\n
            \n
          1. Valued Communication:<\/b>\u00a0 Unlike most ads which are regarded as a nuisance, the mobile ad should be regarded as helpful, and non-intrusive.\u00a0 Acting on the message needs to either reduce consumer friction or add consumer value somehow. Either way, customers should leave welcoming future communications from your brand.<\/li>\n<\/ol>\n
              \n
            1. Cross-Platform<\/b>:\u00a0 Mobile advertising doesn\u2019t always mean delivering the entire experience on mobile a device.\u00a0 The mobile device can simply act as an enabler.\u00a0 A sign, a song or another screen in proximity, could all be catalysts for an experience tethered together or brought to life by my mobile device. A good example was Tesco\u2019s QR code shopping<\/a><\/strong> installation in Gatwick Airport. \u00a0In essence, the ad was<\/em> the store , offering a new level of convenience to travellers.<\/li>\n<\/ol>\n

              Most mobile advertising that I see hasn\u2019t made these adjustments \u2013 particularly when it comes to location, context and relevance.\u00a0 For example, every time I arrive at the airport in Toronto, I log onto the airport Wi-Fi and I\u2019m presented with the exact same message \u2013 it\u2019s an ad for a credit card.\u00a0 Now, I suppose it could be argued that at any given time, a small percentage of travellers might be interested in getting another credit card but it\u2019s hardly an offer you need to target on a location-specific basis. \u00a0That ad could be anywhere.<\/p>\n

              Give ME something NOW<\/b><\/h2>\n

               <\/p>\n

              I can\u2019t help wondering why the ad isn’t something that gives me instant and true incentive to act on an offer right in the moment, like a coupon to save money on noise reducing headphones for my flight\u00a0 – that I\u2019m taking right now<\/i>.\u00a0 A voucher to save at the duty-free store\u2026right now<\/i> or even customer reviews of the restaurants adjacent to the gate I\u2019m sitting at\u2026.right now<\/i>. \u00a0Moreover, the fact that I log onto that Wi-Fi network an average of three to four times a month, could be taken to suggest that I\u2019m a business traveller, which should trigger an even more relevant level of messaging tailored to my travel needs. But a credit card?\u00a0 We have to be able to better than that.<\/p>\n

              It\u2019s not just a different device, it\u2019s a different language<\/b><\/h2>\n

               <\/p>\n

              Mobile advertising requires a completely different approach to anything that\u2019s \"Get-My-Book.001\"<\/a>come before it.\u00a0 It\u2019s not just a new channel, it\u2019s really a completely new format of spatially and contextually driven communications \u2013 a new marketing language. It’s not well suited to shot-gunning for attention or awareness.\u00a0 It\u2019s about serving relevant information to consumers based on where they are and what they\u2019re doing. They should be welcomed bites of information or offers that seem completely congruent and welcomed in the moment.<\/p>\n

              I suppose the riddle here is that in order for your mobile advertising to really begin to work, you need to stop advertising<\/em>.<\/p>\n

              _______________________________________________________________________________<\/p>\n

              Book me to speak at your next meeting or conference by clicking HERE<\/strong><\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

              By Doug Stephens In a recent article for Adweek David Gianatasio asked the question, \u201cWhy Does Mobile Advertising Stink?\u201d And it\u2019s a great question, because it [\u2026]<\/span><\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[32,1],"tags":[280,46,281,85,24,58],"class_list":["post-2923","post","type-post","status-publish","format-standard","hentry","category-technology","category-uncategorized","tag-location-based-marketing","tag-marketing","tag-mobile-advertising","tag-mobile-marketing-2","tag-retail","tag-technology"],"yoast_head":"\nThe Problem With Mobile Advertising Isn't Mobile. It's Advertising | Retail Prophet<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.retailprophet.com\/2013\/06\/09\/the-problem-with-mobile-advertising-isnt-mobile-its-advertising\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"The Problem With Mobile Advertising Isn't Mobile. It's Advertising | Retail Prophet\" \/>\n<meta property=\"og:description\" content=\"By Doug Stephens In a recent article for Adweek David Gianatasio asked the question, \u201cWhy Does Mobile Advertising Stink?\u201d And it\u2019s a great question, because it [\u2026]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.retailprophet.com\/2013\/06\/09\/the-problem-with-mobile-advertising-isnt-mobile-its-advertising\/\" \/>\n<meta property=\"og:site_name\" content=\"Retail Prophet\" \/>\n<meta property=\"article:published_time\" content=\"2013-06-09T17:25:54+00:00\" \/>\n<meta property=\"og:image\" content=\"http:\/\/www.retailprophet.com\/wp-content\/uploads\/2013\/06\/MAG.jpg\" \/>\n<meta name=\"author\" content=\"Doug Stephens\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Doug Stephens\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"6 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.retailprophet.com\/2013\/06\/09\/the-problem-with-mobile-advertising-isnt-mobile-its-advertising\/\",\"url\":\"https:\/\/www.retailprophet.com\/2013\/06\/09\/the-problem-with-mobile-advertising-isnt-mobile-its-advertising\/\",\"name\":\"The Problem With Mobile Advertising Isn't Mobile. It's Advertising | Retail Prophet\",\"isPartOf\":{\"@id\":\"https:\/\/www.retailprophet.com\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/www.retailprophet.com\/2013\/06\/09\/the-problem-with-mobile-advertising-isnt-mobile-its-advertising\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/www.retailprophet.com\/2013\/06\/09\/the-problem-with-mobile-advertising-isnt-mobile-its-advertising\/#primaryimage\"},\"thumbnailUrl\":\"http:\/\/www.retailprophet.com\/wp-content\/uploads\/2013\/06\/MAG.jpg\",\"datePublished\":\"2013-06-09T17:25:54+00:00\",\"dateModified\":\"2013-06-09T17:25:54+00:00\",\"author\":{\"@id\":\"https:\/\/www.retailprophet.com\/#\/schema\/person\/c61e8def90993f7f05ebee505a9da467\"},\"breadcrumb\":{\"@id\":\"https:\/\/www.retailprophet.com\/2013\/06\/09\/the-problem-with-mobile-advertising-isnt-mobile-its-advertising\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/www.retailprophet.com\/2013\/06\/09\/the-problem-with-mobile-advertising-isnt-mobile-its-advertising\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/www.retailprophet.com\/2013\/06\/09\/the-problem-with-mobile-advertising-isnt-mobile-its-advertising\/#primaryimage\",\"url\":\"http:\/\/www.retailprophet.com\/wp-content\/uploads\/2013\/06\/MAG.jpg\",\"contentUrl\":\"http:\/\/www.retailprophet.com\/wp-content\/uploads\/2013\/06\/MAG.jpg\"},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/www.retailprophet.com\/2013\/06\/09\/the-problem-with-mobile-advertising-isnt-mobile-its-advertising\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\/\/www.retailprophet.com\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"The Problem With Mobile Advertising Isn’t Mobile. It’s Advertising\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/www.retailprophet.com\/#website\",\"url\":\"https:\/\/www.retailprophet.com\/\",\"name\":\"Retail Prophet\",\"description\":\"\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/www.retailprophet.com\/?s={search_term_string}\"},\"query-input\":\"required name=search_term_string\"}],\"inLanguage\":\"en-US\"},{\"@type\":\"Person\",\"@id\":\"https:\/\/www.retailprophet.com\/#\/schema\/person\/c61e8def90993f7f05ebee505a9da467\",\"name\":\"Doug Stephens\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"The Problem With Mobile Advertising Isn't Mobile. It's Advertising | Retail Prophet","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/www.retailprophet.com\/2013\/06\/09\/the-problem-with-mobile-advertising-isnt-mobile-its-advertising\/","og_locale":"en_US","og_type":"article","og_title":"The Problem With Mobile Advertising Isn't Mobile. It's Advertising | Retail Prophet","og_description":"By Doug Stephens In a recent article for Adweek David Gianatasio asked the question, \u201cWhy Does Mobile Advertising Stink?\u201d And it\u2019s a great question, because it [\u2026]","og_url":"https:\/\/www.retailprophet.com\/2013\/06\/09\/the-problem-with-mobile-advertising-isnt-mobile-its-advertising\/","og_site_name":"Retail Prophet","article_published_time":"2013-06-09T17:25:54+00:00","og_image":[{"url":"http:\/\/www.retailprophet.com\/wp-content\/uploads\/2013\/06\/MAG.jpg"}],"author":"Doug Stephens","twitter_card":"summary_large_image","twitter_misc":{"Written by":"Doug Stephens","Est. reading time":"6 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"WebPage","@id":"https:\/\/www.retailprophet.com\/2013\/06\/09\/the-problem-with-mobile-advertising-isnt-mobile-its-advertising\/","url":"https:\/\/www.retailprophet.com\/2013\/06\/09\/the-problem-with-mobile-advertising-isnt-mobile-its-advertising\/","name":"The Problem With Mobile Advertising Isn't Mobile. It's Advertising | Retail Prophet","isPartOf":{"@id":"https:\/\/www.retailprophet.com\/#website"},"primaryImageOfPage":{"@id":"https:\/\/www.retailprophet.com\/2013\/06\/09\/the-problem-with-mobile-advertising-isnt-mobile-its-advertising\/#primaryimage"},"image":{"@id":"https:\/\/www.retailprophet.com\/2013\/06\/09\/the-problem-with-mobile-advertising-isnt-mobile-its-advertising\/#primaryimage"},"thumbnailUrl":"http:\/\/www.retailprophet.com\/wp-content\/uploads\/2013\/06\/MAG.jpg","datePublished":"2013-06-09T17:25:54+00:00","dateModified":"2013-06-09T17:25:54+00:00","author":{"@id":"https:\/\/www.retailprophet.com\/#\/schema\/person\/c61e8def90993f7f05ebee505a9da467"},"breadcrumb":{"@id":"https:\/\/www.retailprophet.com\/2013\/06\/09\/the-problem-with-mobile-advertising-isnt-mobile-its-advertising\/#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/www.retailprophet.com\/2013\/06\/09\/the-problem-with-mobile-advertising-isnt-mobile-its-advertising\/"]}]},{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/www.retailprophet.com\/2013\/06\/09\/the-problem-with-mobile-advertising-isnt-mobile-its-advertising\/#primaryimage","url":"http:\/\/www.retailprophet.com\/wp-content\/uploads\/2013\/06\/MAG.jpg","contentUrl":"http:\/\/www.retailprophet.com\/wp-content\/uploads\/2013\/06\/MAG.jpg"},{"@type":"BreadcrumbList","@id":"https:\/\/www.retailprophet.com\/2013\/06\/09\/the-problem-with-mobile-advertising-isnt-mobile-its-advertising\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/www.retailprophet.com\/"},{"@type":"ListItem","position":2,"name":"The Problem With Mobile Advertising Isn’t Mobile. It’s Advertising"}]},{"@type":"WebSite","@id":"https:\/\/www.retailprophet.com\/#website","url":"https:\/\/www.retailprophet.com\/","name":"Retail Prophet","description":"","potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/www.retailprophet.com\/?s={search_term_string}"},"query-input":"required name=search_term_string"}],"inLanguage":"en-US"},{"@type":"Person","@id":"https:\/\/www.retailprophet.com\/#\/schema\/person\/c61e8def90993f7f05ebee505a9da467","name":"Doug Stephens"}]}},"_links":{"self":[{"href":"https:\/\/www.retailprophet.com\/wp-json\/wp\/v2\/posts\/2923","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.retailprophet.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.retailprophet.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.retailprophet.com\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.retailprophet.com\/wp-json\/wp\/v2\/comments?post=2923"}],"version-history":[{"count":0,"href":"https:\/\/www.retailprophet.com\/wp-json\/wp\/v2\/posts\/2923\/revisions"}],"wp:attachment":[{"href":"https:\/\/www.retailprophet.com\/wp-json\/wp\/v2\/media?parent=2923"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.retailprophet.com\/wp-json\/wp\/v2\/categories?post=2923"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.retailprophet.com\/wp-json\/wp\/v2\/tags?post=2923"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}