Mobile Advertising versus Traditional Advertising
Marketing is the most important stage in a business. It includes almost everything that a business needs to be concerned about when selling a product, such as pricing, placement, promotion and products, which are known as the “4Ps.” Moreover, marketing includes the psychology of consumers’ behavior regarding the attraction of products or advertisements. Promotion is a really important factor for giving consumers images about a product. Traditional advertising plays commercials on TV, but now the way of advertising has changed to mobile advertising. Compared to traditional advertising, mobile advertising is much better, due to the visibility of the advertisements, effectiveness of mobile advertising, and the cost of advertisement. What is mobile advertising? It is a new kind of channel that can enable communication and engagement with consumers in an interactive and relevant manner through any mobile device or the Internet (Smutkupt, Krairit & Esichaikul, 2010, p. 131). Mobile advertising used to mean only sending SMS (Short Messaging Service) messages to cell phones, but this kind of advertisement strategy is complicated by issues of consumer permission, acceptance and trust (Okazaki & Barwise, 2011, p. 59). Nowadays, advertisements are the greatest part in business; they are always widely used in our everyday life. As my research shows , we have been exposed to 500 advertisements every day since the 1970s. Nevertheless, in 2010 we are being exposed to 5,000 advertisements every day, but we never feel that we see that many advertisements each day (Johnson, 2009). However, those advertisements are almost everywhere we look, such as in the movies, on TV, and on the home page of Yahoo! or MSN. For instance, from my observations on Facebook, almost all the pages have more than 5 advertisements attached within the page. Mobile advertising increases the visibility of any advertisements. In fact, 83% of 14 to 24 year olds reject traditional and irrelevant advertisement; they want to see advertisements that are relevant to them (Kim, 2008, p. 310). In traditional advertising, companies would spend a million dollars to design an advertisement, publish it on television and play it over and over again (Lister, 2011). However, people nowadays spend most of their time in front of computers or on their mobile devices (Coffey & Stipp, 1997, p. 61), so the probability of them seeing the “million-dollar” commercial is becoming smaller. Therefore, it is better for marketers to consider promoting some advertisements on the Web than in places people no longer see. Advertisements on the Web can be displayed locally; as a result, small local businesses get the opportunities to promote in a faster and cheaper way (Salz, 2010). Also, mobile marketers can place advertisements that the user is interested in. For example, I really like guitars, and I always seek information about guitars online. So every time I get on Facebook, the advertisements in the side bar are usually about guitars and concerts; marketers can site advertisements according to users’ searching histories. As studies show, “Consumers are more likely to be receptive to respond to digital advertisements that are relevant to them” (Taylor, 2009, p. 414). Pagnani (2004) also found that “usefulness and relevance of the message was the number one factor in acceptance of MMS (Multimedia Messaging Service) messages” (p. 47). Therefore, by using targeted advertising marketers never show the advertisements to the wrong people—which is just a waste of time and money. Consequently, mobile advertising can help businesses to promote to the right people and save consumers’ time to by attracting them to the right/relevant advertisements. People might say that mobile marketers invade people’s privacy, because marketers would know the consumers’ information, such as phone numbers or website histories. Consumers may not want other people...
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