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Media Intelligence : 2008 Intelligence
Mobile, NOW R ecognised across the board as the most intimate communication device, thanks to its unique relationship with the user, mobile now has nearly 100% penetration in Australia, with a growing percentage of handsets connected to 3G networks enabling access to the mobile internet. In an environment of increasing audience fragmentation, the mobile phone is rarely turned off and rarely ignored – a dangling carrot for advertisers. Since mobile messaging began to gain traction in 2001, marketers have been experimenting with ways of generating eff ectiveness through the mobile channel, and in the last 12 months, more and more brands are dipping their toes into the water. While involvement from major brands up until now has been for the most part tactical with companies dabbling in the channel as part of a promotion or integrated into an overall strategy, marketers are now beginning to look at mobile as a mainstream marketing channel and starting to put a separate mobile strategy in place. your time starts… Beginnings On the back of further development into the channel, AIMIA, the Australian Interactive Media Association have developed a number of initiatives and campaigns together with guidelines designed to promote awareness and understanding of the medium at agency, client and consumer level. The educational approach is echoed at digital communication specialists Dialect Interactive. “A lot of brands are starting to realise that they need to start to establish a one-to-one relationship with their consumers,”saysMD David Blakers. “We have been helping a number of big brands put together a mobile marketing strategy and build up a big database of their customers or consumers and start to have an on-going dialogue with them.” Opportunities Opportunities abound for marketers looking at the mobile space. While access to technology is often contingent on the handset MEDIA Trends + Strategy 17