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Have you Ever Overlooked the Broad Opportunities of Mobile Marketing?
There are 5 billion active mobile subscriptions across the globe, which can be compared with about 2 billion Internet users. This underpins the vast potential of the mobile channel for advertising.
by Michael Fu Tuesday, March 01, 2011
usage, and increasing mobile ad spends have been prevailing during the recent economic recovery. Growing at a compound annual growth rate of 41 percent, the mobile ad market is forecasted to be worth € 13.5 billion in 2015 – corresponding to 15.7 percent of the total digital advertising market. Mobile is at the same time predicted to account for 3.4 percent of the total global ad spend for all media.
[INDENT][/INDENT]The mobile media has several especially interesting attributes from a marketing perspective. First of all, most people have a mobile handset making reach unmatched. Mobile handsets and networks are also getting increasingly advanced, making it possible to deliver highly compelling advertising experiences, incorporating rich media, video and interactive content. Even more importantly, handsets are extremely personal devices which people tend to always have within reach and most often switched on. This enables marketing possibilities which other channels lack. Consumers can be reached at all times and in all places, which makes the channel stand out of the crowd. The personal nature of the devices makes it possible to deliver messages which are highly relevant for the recipient, taking into consideration demographics, interests, habits and other preferences. Communication having undergone such screening is bound to be much more effective in portraying a brand positively. The ROI of such initiatives can be substantially better than for intrusive campaigns where all consumers are flooded with the same non-personalized message. The mobile channel can in this way avoid the pitfall of unsolicited communication and capture an important role in the future of marketing.
[INDENT][/INDENT]For several years, mobile has been claimed to be on the verge of entering the array of main media channels for marketing. During the past twelve months, companies have started to leave the experimental stage and deliver full-scale campaigns gradually including mobile in the marketing media mix. Advertisers include blue chip companies as well as SMEs. Exposure through multiple channels, digital as well as traditional, has proven to generate better outcomes than when channels are used in isolation. This goes especially for mobile, being relatively new and therefore bound to benefit from the viral effects created by campaigns spanning several media and generating attention across the population of potential customers.
[INDENT][/INDENT]Numerous actors are engaging in activities related to mobile marketing. Many firms specialized in enabling mobile advertising are still relatively small, venture capital funded companies. Examples of larger players include Apple that launched its iAd platform for advertising in iPhone apps in mid-2010 and Google, having acquired ad network AdMob in 2009. Ericsson has recently increased its presence within mobile advertising through its AdMarket. Microsoft has furthermore just launched its latest mobile OS – Windows Phone 7 – which will offer greater opportunities for rich advertising experiences.
[INDENT][/INDENT]There are a number of key takeaways from the latest developments in mobile marketing. The channel is becoming an integral part of the media mix, a progress which is eased by the increasing habitual mobile consumption exercised by consumers. Brands do however have to establish mobile strategies in order to spend wisely and capitalize on the potential the channel brings. Operators need to pay attention to the possible changes in the mobile
ecosystem, where advertising can be an important future source of revenue. When it comes to mobile advertising formats, applications are currently extremely popular, but in line with the development in the PC world a shift over to the mobile web is expected. While advanced formats offer unmatched user experiences, the potential in more simple formats such as SMS are however still substantial, not the least due to the far greater reach. Finally, the integration of location-sensitivity in advertising efforts is increasing, an area which releases the full potential of the mobile channel.
“Mobile Advertising and Marketing"http://www.marketsensus.com/mobile-advertising-marketing-edition-p-119806.html
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