On-the-go marketing
In wireless, you probably have only one chance to make an offer to a potential customer. So you better do it right.
Savvy marketers are beginning to experiment with wireless technology too. Although tiny wireless devices like cell phones, pagers, and handheld PCs can't convey as much detail as a desktop PC, they can still be effective. With these devices, it's essential to grab the potential customer's attention quickly. "In wireless, you probably have only one chance to make an offer to a potential customer. You had better use technological levers to maximise your chance of success," says UCLA's Cooper.
Advertising.com is a leader in the emerging wireless advertising field. Its service for handheld devices offers pricing based on cost per acquisition (CPA), so advertisers pay only for the customers that purchase a service.
Camino Real, a luxury hotel chain with 16 hotels scattered throughout Mexico, went to Advertising.com with the goal of increasing the number of US travellers visiting its upscale resorts. Through Advertising.com, the hotel purchased 2,000 clicks on AvantGo's Travel Channel (AvantGo is an Advertising.com partner). Here was precisely the type of audience Camino Real wanted to target: young professionals with an average income higher than US$100,000. When an AvantGo user browsed the Travel Channel's News section on a handheld PC, a Camino Real advertisement appeared. Clicking on the advertisement took that person to an offer for two free nights at the hotel chain.
Of the 2,000 clicks Camino Real purchased, 14 percent provided potential customers' email addresses. Advertising.com sent additional information about Camino Real to these people via email.
