Following the success of the first mobile advertisement conference, IMA held another conference this year. This years conference included world known participants from the field of mobile advertisement and mobile content in addition to the mobile operator O2.

Mark Wachter, founder of the Mobile Monday German chapters and from WMC.mobi  opened the conference by giving a very interesting overview, starting from the past of mobile marketing and advertisement  to the future.   Wachter discussed various Mobile Advertising methods such as targeted advertising which is one the benefits of  using mobile advertisement,  since the advertiser has a clear user profile, interactive advertisement, advertising by SMS  and LBS (location based services). The lecture also discussed the future of mobile advertisement and marketing and how things changed due to the entrance of social media, specially twitter, which increases the mobile internet traffic very dramatically.  He explained that the main guidelines for good mobile adv. and marketing are to keep the users privacy, have a value for the end-user and not spam users and be interactive. Wachter explained that there is no specific business model yet, since the world of mobile is constantly changing, especially with the entrance of twitter. In order to explain where the mobile is going, he showed the below movie, which is taking from mocom2020 and includes key events and innovation over a timeline, and what is expected to come.

Future of Mobile

The main emphasis of mobile advertising is that the mobile handset is a personal tool that goes every place with the  end user and with it a specific consumer profile can be achieved, making the advertisement and marketing very user targeted and have the customer benefit from it and actually want to get the advertisements. Examples of benefits are ordering a taxi to the location of the customer, free calls and SMS’s sponsored by the advertiser many more…

Mobile advertisement makes the advertisement and marketing  very efficient in compare to advertising on TV or the interne, where the customer is not fully defined.

To download Mark’s presentation and other presentation from the conference please go here

Tags: eyal reshef, ima, Mark Wachter, Mobile Advertising, mobile conference, mobile future, Mobile Marketing

This entry was posted on Wednesday, July 22nd, 2009 at 5:06 pm and is filed under Events, Mobile Events. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.