| > | | | | peoples’ backs up.Larger companies are |
| It’s touted to be the next best thing in the | | | | starting to look into the possibilities offered by |
| world of the internet. Just imagine being able to | | | | displaying their adverts on users’ handsets |
| enjoy a coffee in a restaurant and browsing the | | | | but there is a very fine line here between a few |
| internet on your mobile phone at the same time. | | | | adverts and annoying everyone who ends up |
| But that is the problem. How many people really | | | | receiving them. Perhaps this is why mobile |
| do imagine doing just that? It’s touted to | | | | marketing hasn’t yet lived up to the hype |
| be the next best thing in the world of the | | | | that it has got up until now; it could be that the |
| internet. Just imagine being able to enjoy a coffee | | | | world just isn’t ready for it yet.It’s |
| in a restaurant and browsing the internet on your | | | | a fact that we need to see ads several times |
| mobile phone at the same time.But that is the | | | | before we will take any real notice of them. |
| problem. How many people really do imagine doing | | | | Companies looking to get ahead of the |
| just that?A lot of it depends on the type of | | | | competition are likely to try and exploit any and |
| phone you have. More and more mobile | | | | every avenue possible to ensure they get their |
| companies are coming up with better handsets to | | | | promotional messages in front of people, but |
| allow people to browse the internet more easily, | | | | there is a real danger of alienating the very |
| but unless you have the latest options you | | | | people they are trying to make connections |
| aren’t likely to be able to get the best | | | | with.The more advertising we are exposed to, |
| benefits from mobile browsing.And how many | | | | the less impact it tends to have in the long run. |
| people actually want to be browsing on their | | | | While plenty of people carry a mobile with them |
| mobile anyway? True, it does have its uses | | | | they don’t always like the idea that |
| — for example if you’re out and | | | | someone can get hold of them whenever they |
| about and you suddenly remember you should | | | | want to. What’s the reaction likely to be to |
| have sent an urgent email you can still do it. One | | | | an advert?Mobile marketing could turn out to be |
| suspects most people would probably use it to | | | | the biggest anti-climax we have seen for some |
| see whether they won that item they placed a | | | | time. The technology has got to the stage where |
| bid on courtesy of eBay.It’s easy to see | | | | it can provide the functions needed — and |
| why some websites are making themselves | | | | yet very few people really seem to be making |
| mobile friendly in order to be seen as often as | | | | good use of them.This could be the perfect |
| possible by people who aren’t even | | | | example of a failed business model — you |
| anywhere near an actual computer.But while | | | | might have the technology and the ability to do |
| some people will use their mobile to get online, | | | | something amazing, but if no one is really that |
| it’s what we might receive in the way of | | | | interested you simply don’t have a market |
| advertising that could really get some | | | | to sell it to. |