If you have been around Internet Marketing for any length of time, you may have noticed your inbox filling up with messages about mobile marking info, massive open rates, and offers of grandeur if you take this or that course. While there may be value in those courses and a strong case made by their creators for purchasing them, this heightened activity prompted a review of mobile marketing as a viable option for marketers going forward. I recently performed a mobile marketing experiment the results of which I will share with you very soon. For now there are some reasons mobile marketing might finally take off in the next 12-24 months, let’s look at some market numbers first.
First things first, what is mobile marketing? Glad you asked. Essentially it is any marketing activity where a mobile device is the medium of choice. This could mean SMS text messaging, advertising on mobile web browsers, location based marketing on mobile devices, it could even mean email marketing (formatted for mobile devices). Think messaging where engagement occurs on a mobile device.
Look Where The Big Boys Are Investing
Google has made their mark in the mobile market with the launch of their Droid based phones, and while sales were soft to start, Nexus One will continue to gain market share as it is supported on other networks. This gives them a platform they control upon which marketers can present their offers.
One – Large Mobile Ad Networks Acquired
Two – Google Motto – Mobile First
Google CEO and Chairman of the Board Eric Schmidt recently heralded the “mobile first in everything” as the new rule at Google.
Three – Click To Call
Four – Adoption Rate of Ever More Capable Smartphones
A recent report from the folks at Nielsen show the growth in adoption of smartphone devices. It is also worth noting, with each new Palm, Blackberry, Droid, or other smarphone released, their capabilities and power are growing significantly.
Five – Expanding Buyer Activity by Device Owners
It would be nice to know if smartphone users are actually demonstrating buying behavior and to what degree, right? Good news, a report by eMarketer shows how Smartphone users are demonstrating buying activity, very insightful don’t you think,?
*Arrows added for emphasis.
Six – Users Willingness to Spend by Device
The same post by eMarketer shows buying behavior by device type. Imagine how targeting to the right device type(s) could positively impact your marketing efforts.
*More Arrows added, More Emphasis.
Note: While it has been known for some time that iPhone users have a higher net income on average than other smartphone users, it is worth noting in this chart that Android users are willing to spend even more money than their iPhone counterpart.
Seven – Adoption of Mobile Check-in Services
Mobile services like Gowalla and Foursquare are quickly growing in popularity. In fact over a 10 day period Foursquare added 100K users. My first impressions of Foursquare are here. When Mobile check-in services mature and provide a way to serve ads, small businesses (and their marketing consultants) will be in a position to utilize them to drive more interest to local businesses.
Is mobile marketing a viable medium for your business? Why or why not? What are the barriers to implementing? Drop your thoughts in the comment box below.
Image Credit: P i c t u r e Y o u t h