Image via WikipediaI recently presented at the PaidContent Mobile show in New York. The program of the day was filled with panelists discussing their thoughts on how to embrace the mobile opportunity. What was particularly striking was how different mobile devices are all that came before.
More than a laptop or a TV, telephone mobile or Tablet is an intimate device. And just as I say intimate? The Oxford Dictionary defines privacy as follows: a close familiarity or friendship; proximity, very personal, private.
And presented the testimony of boring stats show how intimate smartphones and tablets really are.
Fran Hauser, President, Digital, Style & Entertainment at Time Inc., said that the audience often interacts with their mobile applications to bed. Nielsen was on hand to back up with research. Their most recent results of the survey show that 21% of the time spent with the tablets are conducted before going to sleep. In view of the immersive experience provided by the mobile device, brands and content providers have a rare opportunity to form a meaningful connection to one with mobile users. The relationship is likely to be positive, too, given that everything seems better when you're lying down (even the marketing messages).
However, with the great opportunity comes great responsibility. There is no intimacy without trust.
Individuals must have confidence that the experience of the user on such intimate device will be a good. That is why it is important that developers APA and advertisers attention to the when their ads are served to users. With most smartphones relatively small form factor, ads displayed when using the app are first candidates accidental clicks. How annoying is it to accidentally tap on an ad that takes you away from what you have been reading on your iPad? Reading in bed must be relaxing or you will soon find your brand banished from the bedroom to always.
Users must also trust that they are targeted and monitored. The last thing you want in bed with you is a stalker. If you want something of value to a user, such as contact information, ask. And as important, give their good reason to do so. Aim to build trust in a transparent way and more often than not, they say Yes.
In fact, according to Apple, 50 per cent of tablet users voluntarily consent to share contact information with publishers using subscription-app to Apple service. It seems that readers are much more willing to share information that publishers have given their credit for. This surprising fact caused giants such as Hearst and CondeNast, who all have accepted iPad subscription magazine Edition Apple conditions. In addition to the reduction of 30%, Apple will share information with publishers that if users say yes, when requested.
For me, this says more about Apple that this state of the mobile market in General. Fifty percent of the people who provide their contact information confidence that Apple has organized a selection of applications that are not shaded. Apple has won their trust by providing a safe and useful experience for them over time.
App developers and advertisers can reap significant benefits by allowing a user friendly and relevant advertising experience. Developers will make more money if more people interact with advertising in their applications. With the additional income, they can keep free apps. This will increase the number of downloads of the app, allowing advertisers to turn more scope for their mobile campaigns.
This year, I was impressed by the number of PaidContent mobile mobile rock stars. The largest of all rock star was the Mighty himself, Peter Vesterbacka, CMO of Rovio Eagle. In the same way that a musician remains faithful to his fans after making it big, Vesterbacka attributes the success of angry birds to two simple principles: Focus on the brand and the focus on the fans.
That makes much sense, right? The team of angry birds have the mobile form developed. They know what we should all realize. Loyalty, respect and confidence should be high on the list at the time to choose a situation.
Zephrin Lasker is CEO and co-founder of Pontiflex.
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