Strategies and Tactics
Gaining Permission or Opt-In
Due to the high importance and sky rocketing return on investment rates of this new resource, marketers have been extremely precautions when using wireless advertising. Marketers are careful to avoid aggravating the message receivers to prevent assigning negative connotations with wireless advertising. To help avoid this situation, wireless advertising has become an “opt-in” form, which means that in order to receive the information, you knowingly had to sign up for it. “Marketers are playing it safe by messaging only with subscribers who have opted-in.” (Odell, 2003). That is right, virtually no wireless advertising spam!Incentives Although the basic concept has been to merely send wireless advertising to cell phones, PDAs and the like, many companies have attempted different approaches. (Chisholm, 2001). It has been proposed, since wireless carriers will make tons of money off of this new form of advertising, that special rates or discounts should be offered to those willing to receive the advertisements. Pastore (2000) found survey results (from www.internet.com) that showed half of respondents would not mind advertisements if it reduced their wireless bill. To the consumer and advertiser, this would be a great deal, but the wireless service providers have the ultimate decision.
“Companies such as SkyGo are testing the concept of handing out free phones to consumers, with the agreement that each consumer receives a minimum of three ads each day.” However, the author made the point that most wireless subscribers would not want to continue with the advertising once they have to pay the wireless bill. Another company, WindWire has used a different approach to wireless advertising. “Its approach is to embed coupons within wireless sites. Customers don't have to opt in for anything -- as they search for information, they see a related offer.” (Chisholm, 2001). If, someone is searching for a company or product online from a wireless connection, like shoes, advertising by Nike and Reebok may appear.
Partnering Byrd (2002) offers solutions to business owners contemplating the idea of using wireless advertising. If your company doesn’t have the funds to begin or just wants to learn about wireless advertising before investing in it, Byrd has some ideas: “…become a partner in someone else’s campaign or service. Companies like these sometimes offer contests geared towards wireless users. You can volunteer your services and products as incentives for the contest. In this way, you get free exposure to consumers viewing wireless advertisements.” Not only are the companies gaining exposure among their target audience, but the company will also gain an understanding of how wireless advertising works. Byrd also suggests that companies create surveys to understand the target consumer and to find the company’s best selling point to create successful future wireless advertising plans. Companies could also offer to participate in a case study for a wireless advertising firm (hopefully at a waved or discounted fee) to gain exposure, experience, and research data. (Byrd, 2002). “Every business owner dreams of being able to reach consumers anytime and anywhere. The ideal situation would be to engage consumers when they are already out and about. This would cause more consumers to act on impulse and, hopefully, spend a little more!” (Byrd, 2002).