What will it take to get cell phone users to open content from a brand on their phones? What is key in getting through to them without seeming to be butting in on their personal lives?
The answer: Only deliver content when they ask for it.
When I am using my cell phone, I use it for making phone calls to friends, family, different departments at the University where I work as an RA, to make appts etc. The messaging that I do on my phone involves texting those that I interact with on a weekly basis and getting the occasional voicemails. As a cell phone user, I would be annoyed to find text messages from companies trying to sell me products, or tons of phone calls from telemarketers trying to get me to sign up for different programs or products. However, where I would be receptive to material is if I have signed up for updates or downloaded the product. If I can go to Coca-Cola’s website and download ringtones from my favorite artists or pictures for my background, I would be okay if Coca-Cola has their logo on the side. If I download an app to my iPhone that is a snowboarding game, I would be okay if it was sponsored by a snowboarding company, just as long as I chose to download it. The key to putting branded material into this highly personal area of communication is to make sure that it is asked for and chosen by them specifically.
