Although this report is not suprising it does raise some conflicts with a study from Yahoo .
The Yahoo Truly Madly Deeply Engaged Study with OMD, was indeed a very interesting study which I have used for many campaign plans. However, it indicated that mobile marketing was not important to the youth market and that they felt this was tanamount to an invasion of privacy.
This raise some interesting questions. When does advertising become an invasion of privacy? and therefore when does it stop being an invasion? The simple answer must be relevancy, something which interactive campaigns should be specifically aimed at tackling because they can meet all the criteria. Through the use of behavioural planning including methods like centrographic targeting, we can effectively test individual segments of behaviour in order to deliver the most relevant messaging to the most relevant behaviour. This is something we do as a matter of course for our clients in order to really go beyond the question of what is our target audience.
So what does this mean in terms of mobile? Is mobile the next port of call for behavioural targeting? Given the relative lower usage of wap/mobile internet there are not yet measures for tracking behaviour and this may be something that specialists such as Revenue Science need to develop alongside Verizon, Orange, 3 etc. It could be an interesting development though, but is that behavioural tracking itself seen to be invasion of privacy?
www.revenuescience.com
www.orange.co.uk
www.verizon.com
www.omd.com
