Mobile Marketing

It’s no secret that mobile advertising is a hot topic of discussion. With almost every category of advertising predicted to see continuous decline, mobile advertising seems to be the only area that is sustaining itself. Even with all the promise of mobile advertising, there are some that question the viability of the mobile advertising platform and wonder exactly how to fully harness it’s power.

In my opinion, the American marketing and advertising companies are not only testing and using these new trends, but also innovating and creating new ideas. Currently, just less than one-third of mobile subscribers own smartphones and the smartphone market is growing at about 75% per year (GreenBuzz, 2011). Mobile adoption rates are soaring so mobile advertising has become a quintessential element in any company’s marketing campaign. There is a wide range of options for both marketers and subscribers to explore including SMS, mobile app ads, rich video, push notifications and text messages, and WAP.

After struggling through most of 2009, companies have grown to realize the importance of mobile campaigns and marketing companies have to stay on top of the newest, latest trends in advertising in order to establish themselves as viable and capable marketing companies. According to Mashable’s “Top 5 Mobile Advertising Trends to Watch”, SMS will continue to play a great part in mobile advertising. 90% of all Americans are mobile subscribers and 98% of them have SMS and text-enabled phones (2010). Texting is one of the most popular methods of communication in the world. Marketers know and understand this so they are using SMS and texting to reach their customers.

I think that rich media marketing such as Apple’s iAd and offerings from AdMob (recently purchase by Google) will continue with innovation in delivering real-time, location based marketing. I have to agree with Eric Littman, CEO of Medialets, when he predicts that experimentation with rich media marketing will continue and only get better (Mashable, 2010). When you have companies vying for a customer’s attention, getting the customer to agree to get the ads is a great thing. With in-app advertising, marketing companies are getting messages through to those who are more likely to engage the company in an exchange. Thus, reducing the acquisition cost per customer. 33% engagement rate is a far cry from the former industry standard of 2%!

Another area where I think we will see more innovation is in mobile apps, as opposed to mobile websites. Marketers are looking of opportunities to engage customers and promote interactivity between the customer and the company. Mobile apps are a great way to do this. The apps allow the customer to do something (play a game, answer a question, request more info, etc.) to interact with the company.

We will also continue to see significant strides in geo-location based marketing. As more privacy issues are addressed and overcome, customers will become more apt to allow their locations to be known. This will be especially true when the customer sees some real value in allowing access to their whereabouts. One of the best ways to do this is with discounts and/or contests. These really get customers engaged and interacting with the company. This makes them more likely to engage further as they see the value of the relationship with the company.

The most definite thing (in my opinion) that we will see is a real rise in mobile video. People want information wherever they are. They want to be in touch and stay in touch. Mobile videos are a great way to market because they establish the company as subject matter experts in their chosen fields. As more companies see the value in conveying knowledge, the number of mobile video ads will rise.

In conclusion, mobile advertising is slated to continue to rise and improve. There is no reason why American marketers shouldn’t be on the front end of this booming industry.

Posted by digitaladmin56

Leave a Reply