Many believe that mobile marketing will finally have a chance to shine this year. According to ABI Research, mobile marketing revenue is expected to reach $24 billion by 2013. Other studies indicate that there are four times as many mobile phone users as Internet users, and that mobile advertising has eight to 10 times higher CTR (define) than online advertising.
To further support mobile marketing on the rise, there have been recent deals by some of the big technology names. Google just reported its $750 million acquisition of AdMob. Then there was Apple's reported $275 million purchase of Quattro Wireless, putting both companies in a good position to spur on growth of the mobile advertising market.
Benefits of Mobile Marketing
The main appeal of mobile marketing is that it's a direct response communication that can be sent to countless people. Armed with GPS and location-based features, mobile devices allow users to find what they want, when they want it, and within their proximity. This introduces many new opportunities for marketers to reach out to mobile users. According to research by Morgan Stanley, 91 percent of mobile phone users had their phone close to them 24 hours a day. Not to mention that their phones are always on.
Payment on mobile phones is also a key benefit to marketers. Billing can be handled through the users mobile network, and if their phone allows them to surf the Internet or contains "apps" (more on that later), there are even more opportunities to allow people to purchase.
Types of Mobile Marketing
Marketers can reach out to mobile users in several ways. Below are some examples of different technologies that can be used to interact with various types of mobile phones and their users:
Early in the '90s, companies saw the importance of having a Web presence. Now many major brands are seeing the importance of having an app for the iPhone and other smart phone devices.
Surfing the Web on a small device isn't as easy with a small window to browse in. Having an application designed specifically for interaction between company and customer provides a much better experience. Banks, for instance, allow you to locate a local branch and do online banking. E-commerce sites like Amazon, news sites like USA Today, and social media sites like Facebook each have apps that are designed specifically for an experience within a small window.
The iPad, which was just introduced this year, already has .03 percent marketshare. It promises a more immersive and integrated user experience that takes advantage of the device's 9.7-inch touch screen.
Also recently announced was the iAd mobile advertising network. It was designed to introduce rich media ads within the app instead of taking the user to somewhere else, like a browser. Other platforms, like the Android and BlackBerry, also have app stores and are hard at work trying to provide new ways to provide a rich experience for users and advertisers.
Whether or not 2010 is the time for mobile marketing, become familiar with this channel for your own business and explore what possibilities exist for you as a marketer. This is just a brief overview and should help introduce you to the possibilities.
As always, if you're aware of other resources or case studies, please post below.
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Ron was president/CEO of Symetri Internet Marketing, which provides strategic SEM consulting and training. Ron was actively involved in the SEM community and spoke and trained at conferences and seminars. Ron also served on the Board of Directors for SEMPO and was one of the authors for the SEMPO Institute Fundamentals and Advanced courses.
Ron also published a book called Keyword Intelligence: Keyword Research for Search Social and Beyond. This book outlines various methods and tips for conducting keyword research but more importantly outlines many ways to use keyword research for social media, site design, content development and marketing, and even traditional marketing and branding.
Ron passed away on June 30, 2012.
December 12, 2013
1:00pm ET / 10:00am PT