Mobile marketing traditionally refers to the activity of utilizing a mobile device such as a cell phone or tablet to deliver marketing content. With the growing adoption of mobile devices, marketers are looking to this platform as a potential growth area over the next few years. Mobile devices have outpaced the number of computers sold over the past year and the majority of these devices have the ability to access the Internet. Another key factor for the efficacy of mobile marketing is that users traditionally spend more time looking at their mobile devices then they would any other type of media. Armed with this information marketers are anxious to get consumers attention by crafting advertising specifically designed for distribution on mobile devices. The benefit to small and medium-size businesses in addition to larger scale corporations is the fact that the playing field has been leveled. Small businesses now have the availability and the opportunity to compete with larger scale advertisers and tap into mobile ad networks to display their messages.
A common misconception is that teenagers represent the largest demographic of mobile phone users. This statistic is incorrect as the older generation has been rapidly adopting the utilization of not only cellular technologies but mobile smart phones such as Apple's iPhone. Many different techniques have been utilized to capture the attention of mobile phone users such as text message services that deliver advertising content. These campaigns have delivered news, weather, and even horoscopes to subscribed consumers. There has been some contentious legal debate regarding the adoption of text message marketing to mobile devices. We may see some restrictions coming down the line in the next few years directed at this medium. Another rapidly growing segment is advertising through third-party applications. With the growth of Apple’s app store and Droid’s Google Play, marketers have developed content that runs in conjunction with a number of different third-party applications. These consist of splash screens to small banner ads that are displayed during the use of applications on the devices.
The marketing potential for mobile devices is undeniable. This massive market of over 6 billion mobile handsets worldwide drastically outpaces that of PCs and televisions. We will easily see a greater emphasis on locally optimized websites in addition to other methodologies of mobile advertising. Mobile devices offer speed and convenience to marketers as prospective customers will have the ability to view messages around the clock. They are not restricted to certain usage times for example, when watching television or using the computer. The benefits of this channel as a marketing strategy are numerous. The medium is fast, it has a tremendous reach and thankfully it is quite inexpensive. As these channels continue to develop, marketers will see more impressive response rates and greater target segmentation and identification. As our mobile devices get further integrated into third-party applications such as Facebook and twitter, we will begin to see greater geographic and demographic segmentation. To take this medium a step further, the interactivity through these devices and they are each of access will create a new dimension for marketers to connect with their customers and generate new clients. As a marketing platform that is still largely underutilized there are tremendous advantages to be had in using Mobile marketing as an advertising platform.
What is your company’s mobile strategy? Do you have a mobile version of your website? Why or why not?
About Alan Moore: Alan is an Internet Marketing Consultant with ReachLocal Baltimore. His mission is to help you increase your revenues and decrease unproductive advertising expenses through proven, online marketing strategies. He manages over $1,800,000 in yearly marketing budgets and has worked with local businesses, agencies and the US government. Give him a call at (877)655-3438 to schedule a Free Online Marketing Consultation.
To read more of the article that inspired this blog, please visit: http://www.emarketer.com/Article.aspx?R=1009025