Cell phones are used for a variety of features. Whether it’s talking, texting or surfing the Internet, consumers love the devices for their mobility and accessibility. But they have mixed feelings when it comes to advertising and marketing messages on the phones.
Just ask the college crowd.
A panel of college-age students, a much sought-after target audience, spoke yesterday about how they use their cell phones and their thoughts about mobile marketing and how it impacts their lives.
Michael Hanley, a professor at Northeastern University who helped moderate the session, said there is a misnomer that targeting the college crowd by age, 18-24, is the wrong way to go. He said everyone approaches the market different and has different needs.
For instance, Japhina Leahy, a Northeastern University graduate, said she uses text-messaging features on her phone more than for talking. “It’s a necessity of everyday life,” she said.
Meanwhile, fellow student Jennifer Dowd said uses her device for talking and texting, but is restricted to that use because she is on a family share plan. Still, another panelist, Ryan Fawcett, admitted his addiction to his mobile device, saying he spent $280 on last month’s cell phone bill alone.
So, what’s important to this crowd? Choice. Panelist said they are open to marketing messages, but they have to be relevant and marketers should provide some incentives for their time and attention.
Dowd, who said she’s normally cautious about opting in for marketing messages, said she would be open to receiving coupons via cell phone.
“I am put off if something is coming in to my little comfort zone,” she said. “But if I got $10 off to come into J.Crew that would be great.
“The important thing is to have incentives,” Fawcett said. “But if it’s a brand I love, I don’t need an incentive.”
The group also said they would be willing to give up their personal data, including mail addresses and phone numbers, if the incentive is just right. Dowd would give up almost anything, except her credit card or social security numbers, “If I can get something for free,” she said.
The panel offered the following tips for marketers:
* Incentives are gold. Give consumers a reason to spend time with your brand.
* Be clear about your charges and fees, especially when it concerns text messaging.
* Offer something relevant to your audience.
* Provide an easy opt-in/opt-out service.
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