■Opinion18
“Permanent Websites Increase Advert Life Expectancy, Boost Effectiveness”
● Full-Scale Kick-Off of 1Seg
April 1st marked the full-scale transmission of 1Seg. As explained in the previous column, there is increasing awareness that mobile phones = media, and presumably advertising bosses are really starting to pay attention to both their own mobile websites and those of their competitors.
● The Action-Spurring Moment
Adverts abound both around town and at home. “Enticing products and services”, “Events worth attending if my schedule allows”, “Information I want to share with close friends”… Among the “passive adverts” that end up in front of our eyes, there are guaranteed to be a couple everyday that grab our attention.
From the point of view of cost-effectiveness, you simply cannot afford to miss this moment of “action” that comes out of nowhere in the course of a day. If interesting content can lead into and be enjoyed through the “24 hours, within 30cm” existence that is the mobile phone, the minute life span of an outdoor advertisement can be stretched to several hours.
If bookmarked or made into a memo on screen, it becomes a “portable advert” that can be viewed at a convenient time. What’s more, if email address can be acquired through a swap and digital premium, a re-approach can be perfectly timed.
Over the course of several months, the user can be led towards the final marketing goal. Mobile phones extend the life span of existing adverts, boosting the advert.
● A Permanent Mobile Website
Most corporations set up a mobile website during a campaign period, because it is indispensible for sales promotions in terms of both response volume and speed. However, when it comes to permanent websites, mobile websites are still limited in number compared to PC versions.
Whether users are out and about or at home, or visiting a client company or in the convenience store in the middle of the night, presumably permanent mobile websites will also become indispensible in order to fulfill the desire of “I really want to hold onto this information.”
Someone somewhere out of 90 million people will be out and about during the day or night and will encounter an advert that catches their attention. At this moment, information that they don’t want to forget, topics that they want to talk about with friends the next time they meet, in other words “the continuation of that advert”, should always be prepared for mobile phones irrespective of whether a campaign exists or not.
●Different Value from PC
A decade ago, only several advanced corporations had permanent PC websites but now most corporations have set them up. This is because they provide effectiveness that is beyond the reach of conventional media techniques.
Mobile phones are treading the same path. This is because mobile websites offer marketing value that is not fulfilled by PC Internet.
One example of this is being able to reliably grasp the “active moment” of users that is created by existing adverts, whenever and wherever they are. “All adverts are led into the mobile phone in the user’s hand”. This newly established marketing tactic is currently being born out of Japan.
●Setting up a new committee
In March, along with 10 sponsor companies we announced the launch of MMSA (Mobile Marketing Solutions Association). The association’s objectives include the updating and sharing of information that needs to be understood when setting up and operating a mobile marketing website.
As an industry leader, D2C will continue to cooperate in ensuring the provision of marketing infrastructure that both corporations and users can make use of with peace of mind.
You can read all back numbers of DD News in Japanese from here.
