• by David Kaplan , April 7, 2005

While 80 percent of worldwide consumers sleep with their cell phones on, and some even admit to answering cell calls during sex, a new study by BBDO has found that marketers would be mistaken to read such promiscuous cell phone behavior as an invitation to advertise via mobile phones so casually.

Perhaps even more surprising than the "one in five" of those who claimed they have engaged in something we'll just call "cellus interruptus" is the main difference between Americans and the rest of the world when it comes to cell phone advertising. While the numbers in America were practically nonexistent, outside the United States, 53 percent of the respondents in the other 14 countries surveyed said they have acted on a brand promotion they received on their cell phone. Overall, the study, which was conducted in conjunction with the Omnicom Group's sister direct marketing agency Proximity, looked at 3,000 individuals.

"While new technology--especially in the case of cell phones--offers a unique new opportunity for brands to engage with consumers on a more personal, intense level, a more balanced relationship based on permission, respect, on-going dialogue, valuable creative content and entertainment will result in consumers who are more likely to behave as advocates for their brands," said Valerie Accary, managing director-multinational clients, BBDO Europe.

The cell phone is only going to become more important, especially in America, she said. Already, nearly one out of every two people believes their cell phone says as much about them as their car, the study noted.

As for BBDO's practical findings, the agency is advising potential cell marketers to avoid the fate of those who caused the advent of the Don't Call List by following these guidelines: always ask for permission first to approach a consumer, make sure content is stimulating and personally relevant, and "recognize that the fundamentals of communication remain unchanged: the primary goal is to still to stimulate active choice."

BBDO and Proximity plan to study the questions raised by the study in terms of how best to approach consumers with new technology by launching a "digital lab" to conduct further case studies.