by Matt Parisi
We are at the beginning of a new era of online marketing. Mobile web usage is one of the fastest growing online market segments in the information and communication space. The U.S. mobile internet market grew 74% between Feb 07 and Feb 09 and continues to grow at a rate of over 2% month over month according to Nielsen. Also considering that there is four times the number of cell phones in the world versus PCs (4Bn vs. 1Bn) and 20% of all U.S. households are now “mobile-only”.
So what does that mean for you?
Mobile marketing provides a unique opportunity to grab the attention of the “always on” mobile group and target them while they are within reach not only online but also physically.
Top trends for 2010
- Game changing player – the Apple iPhone has continued to change the mobile market as we know it ushering in a new age – the age of the smart phone. The Apple iPhone currently only accounts for 21% of American wireless subscribers according to Nielsen but with new players like the Google Android quickly growing market share smart phones are projected to reach 49% market penetration in 2011.
So what does that mean?
It means there is a growing market of users with faster connection, cooler tools and easier access to mobile video and advertising than traditional mobile web users. It opens the door to new marketing and advertising opportunities to target your consumer. Also, the wider adoption of these devices will increase the need for ever growing technology to better the user’s experience. Look for even faster connections, better hardware, and new avenues like augmented reality.
- Give them what they want, when they want it – Millennial Media calls it the Mobile Triple Play of 2010 – Location x Relevancy x Immediacy being able to target consumers with relevant content faster than ever before based on where they are and what they’re looking for. Geo-fencing and carrier positioning will open up to allow advertisers to begin targeting consumers signed up to receive updates and coupons while they approach your store. Location will be a key targeting tool not a hindrance as mobile retailing is also set to grow.
Really? So what does that mean?
In 2010 and beyond we will see growing privacy and industry advertising standards to hone frequency and range to give consumers more security with the mobile space and thus increase their adaption of it even further. Giving you an open door to begin talking to your consumer base with more relevancy and immediacy. With waning price sensitivities and budget conscious consumerism – coupons and discounts will have a new role in 2010. The reinvention of the interest-specific coupon and loyal subscriber base opt-in coupons will be critical. Mobile offers new ways to promote successful couponing and advertising campaigns through SMS text messaging, bar coded “green” couponing (phone scanning), pay by phone discounts, and increased real-time data based couponing.
Okay…so now what do I do?
Evaluate your target market demographics and evaluate mobile marketing opportunities based on how they fit into your overall brand objectives and strategy. Contact us for help with creating a mobile marketing solution that combines your existing mobile visitor base and your goal target audience to work for you.