I love the eMarketer newsletter. It fills my mailbox with a daily dose of cool stats and interesting insights. I often re-tweet their articles and stats with my own observation. Today, after re-tweeting the article below, I thought I’d add a bit more than 140 characters:
Now, I’m no mobile guru but it doesn’t seem all that surprising that mobile users want the personal services that smart phones afford. What is notable, however, is that when consumers want shopping services, they turn to advertisers. I recently helped position an advertising platform to deliver highly targeted and addressable advertising to shoppers based on their actual purchase behavior. We found, as the study in the attached seems to support, when an advertiser reaches a consumer with the right message at the right moment, consumers are apt to be very receptive. But miss your audience or lack personal relevancy and you might as well have stayed home that day.
Mobile offers a powerful opportunity for advertisers to connect with the right consumer in the right place at the right time. But a phone is a very personal device and advertising by its nature is intrusive and rarely invited by the consumer. So when consumers do welcome an advertisers connection on their phone, they better be sure to give consumers something they can use or their connection will be dropped.