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For the last five or six years, advertising through mobile phones has gone up in a dramatic manner. With mobile phones, there is a unique environment that yields a much closer and personal advertising feature. High resolution screens, with advanced graphics, touch screens and user interfaces have contributed largely to the popularity of mobile advertising. Last year, Apple and Google made major announcement regarding their plans to widen the prospects of advertising through mobile phones. iAds, a new application by Apple helps to run advertisements. Google too has promised a ‘mobile first’ strategy to get a share of this favourable environment. In a major convention, Apple’s CEO Steve Jobs demonstrated the working of the iAds. According to him the new application would help to generate more revenue and help developers to produce low-cost apps that would create a big impact on the users. Currently the biggest mobile ad networking agencies are owned by Apple and Google. Marketers today are opening up towards a new breed of generation who virtually lives on technology. People are not just blind consumers and have started to demand more value for their money. In such an environment, it is really difficult for the average marketer to understand or fulfil the needs of consumers. The advent of Short Message Services put a halt to this marketing dilemma. The service helped marketers to have continuous proximity with the customers. In addition to this, it was also a two-way service which enabled a background for mutual interaction. This got the attention of consumers and gave way to effective and innovative marketing techniques. Unlike television or radio, mobile advertising is a two-way process and provides fast delivery. Response time is much less when compared to other Medias. Problems related to mobile advertising are rectified as soon as possible. The basic problem that many critics raise is the lack of any method to analyse audience. There is also no means to ensure marketer-consumer transparency. This was solved last year when O2, T-Mobile, Vodafone and Orange joined hands to develop a common system for measuring audience. This ensures the securing of more mobile budget from large payers. The latest trend in mobile advertising is banking and financial regulation. With the increase in applications there will be a simultaneous increase in advertising and marketing. Near-field communications enable a marketer and prospective consumer to have an effective conversation and help conduct healthy marketing strategies. Mainstream media too have understood the value of this mode of advertising. British newspaper guardian developed a mobile application that allowed users to get instant updates regarding top stories and live scores.
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