Advertising to Kids is Old News, But Mobile Content Can Offer More Than Just Mindless Consumerism

By Shira Simmonds, President, Ping Mobile

As a mother who also happens to be president of a mobile marketing company, I face a perplexing dilemma on a daily basis. In my role as a marketer, the thought of sending mobile content to kids puts dollar signs in my eyes, but as a mother, it conflicts with every protective instinct I have. The mother in me rails against the possibility of inappropriate content and dangerous chat sessions. But the marketer in me says, “Yes, this can be done, it can be done appropriately, and kids can learn from it.”

Mobile marketing is just one of the many tools used by marketers to connect with kids.

My 11 year-old has been clamoring for a cell phone since he was nine. I’ve resisted… until now. Now that GPS technology is here and we can monitor the movements of our kids wherever they go, why shouldn’t every child have a cell phone?

As I work with my team every day creating mobile strategies for clients who market to adults, my mind frequently wanders to kid consumers. I wonder how it can be done ethically and responsibly, and using my own children as an example, I can see enormous potential for mobile marketing as a learning tool and an incentive for good behavior. Since all opt-ins have to be done by the parents anyway, this is an opportunity to use mobile marketing in creative ways that actually support responsible parenting. Here are some suggestions:

• My 11 year-old knows the price of each Lego set and when they go on sale. I could opt in to a Lego campaign that sends ads for toys and models to his phone. He will, of course, beg me to buy all of them, and I will have the perfect carrot to dangle as an incentive for him.

• The New Jersey State Library Association launched a mobile campaign aimed at driving kids into libraries. The messages announced library information, alerts, special events and promotions, and the call-to-action was sent out via direct mail and posters in the community. Imagine what a book club might be able to do with a mobile campaign.

• And how about coupons for healthy food items, or discounts to karate or dance classes? Mobile marketing actually has the power to offer kids healthy choices in food, entertainment and physical activity.

From a parenting perspective, the trick is to be an involved, attentive parent who knows how to choose content, and to have a mobile phone plan from a provider that offers specific programs for kids. There are several companies specializing in kid phones, and should include the ability to block or allow calls to and from selected numbers; set budget and use limits; have GPS tracking; have a billing breakdown that separates the child’s calls from the parents’ calls (the child pays for texting his friends out of his allowance, and the parents pay for texts to let them know the child has arrived safely at soccer practice).

From a marketer’s point of view, it’s all about playing it smart. Be mindful of child-focused laws, stay abreast of developments and make sure that campaigns, messages, media, content and more are all compliant.

Mobile marketing doesn’t have to turn kids into mindless consumers. Instead, it can open up a world of educational and developmental potential that parents can embrace rather than resist.

• Managing time and texting costs is a great way to teach kids how to budget their resources.
• Using advertised toys (like Legos) as an incentive for performance is an effective motivational tool.
• Mobile coupons that encourage kids to read books or participate in physical exercise is an idea that any parent would love.

So parents, the next time your tween begs for a cell phone, remember that you are in control, and you have the ability to choose safety and education by opting-in to mobile campaigns that will help rather than hinder your child in becoming a responsible, discerning consumer.

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For more information, please contact Terri Daniel at 541-549-4004 or terri@terridaniel.com

Ping Mobile is a full-service mobile marketing and technology company providing a complete range of mobile marketing services, including SMS, MMS, IVR, WAP applications and Bluetooth. For more information please visit http://www.pingmobile.com/

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Wednesday, March 17th, 2010, 7:00 am   |   Mobile Marketing  |  RSS feed |  Respond  |  Trackback