Mobile
Phone Advertising
I
don’t know if you have noticed, but of late, mobile phone advertising
has gotten bigger, bolder and better. While I am not sure that
everyone will agree with me, allow me to say that personally,
I believe that we are witnessing a new era in mobile phone advertising.
What is so special about mobile phone advertising you ask? Well,
for one thing, it is something that all of us notice. Simply because
all of us, whether we like it or not, carry along a mobile phone
with us.
To take a case in point, gone are the days when mobile phone advertising
spoke about the need to stay connected. In any kind of advertising,
the first phase is usually meant to set the stage. In a manner
of speaking, it is meant to educate the target audience about
the usage of a new product. This was the case with mobile phone
advertising in the past. When mobile phones initially surfaced,
the target audiences needed to be educated on their usage. Only
when the phones became a part and parcel of their day to day lives,
could the advertising be said to be effective. Speaking of mobile
phone advertising, it has achieved this objective.
The next stage typically
entails the management of customer expectations. As far as mobile
phone advertising is concerned, this too has been completed. If
you remember the mobile phone advertising of the recent past,
they invariably dealt with newer features, the incorporation of
the camera, newer technologies, blue tooth and even 3G in them.
Customers expected all these features and were keen to know how
it would enhance their lives. The mobile phone advertising of
this era did just that.
But now that the phones have become an integral part of our lives
and the customers are more or less aware of the various possibilities
of the phones themselves and the technologies therein, mobile
phone advertising has raised the bar. It is now concentrating
on making the phones appear as a lifestyle statement more than
anything else. If you don’t believe me, just look around. There
are advertisements for slim and slimmer phones. The resolution
of the cameras are increasing by the pixel. Most phones come with
iconic design or stylized features or some such attraction. The
trend that is observable is that mobile phone advertising is no
more about the phone itself, but the attitude it conveys.
