Mobile Marketing: Its Time Has Come Part II
Nov 17, 2008
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Trends to Watch
As mobile marketing moves into the mainstream, leading practitioners point to several important trends to watch in the coming year. Certainly, one of the key drivers is the movement from mobile voice-only phones to handheld computers or SMART phones.
However, voice will remain the foundation for many mobile campaigns in 2009.
Interactive voice response (IVR) programs that allow consumers to interact from their mobile phones are still highly effective and provide a familiar and comfortable consumer experience.
Around the world, SMS will enjoy steady growth in 2009. In fact, eMarketer projects that the vast majority of worldwide spending on mobile advertising in the next five years will be spent on text-messaging campaigns, with mobile display advertising and mobile search making up the rest.
The simplicity, ubiquity of handset support and continued growth in user adoption globally means SMS will continue to be a cornerstone of mobile marketing campaigns.
But the fastest-growing application in the coming year is likely to be mobile web. Across the globe, more consumers are using mobile to access the Internet while on the move. The iPhone has contributed, in part, to this growing success and the adoption of mobile web. Many analysts believe the mobile web will be the medium of choice, based on ease of use and the growth of flat-rate data service plans.
"The key consumer trend for 2009 will be the ever-accelerating adoption of SMART phones, which are no longer just for business travelers," says Eric Eller, senior vice president, products and marketing for Millennial Media. "With BlackBerry now selling more devices to non-business users, with the iPhone, with the blockbuster Instinct, all the mobile device buzz surrounds these advanced devices."
Other developing trends:
• Growing use of mobile social networking applications as consumers stay in touch with friends while on the go.
• Development of unique ad formats that play to mobile's strengths ("made for mobile"), rather than borrowing or repurposing concepts from the PC.
• More "grass-roots" micro-marketing campaigns using low-cost social media.
• Rising adoption of mobile banking, real estate and other financial applications. For example, consumers research homes for sale using their PCs, but once in the neighborhood, mobile allows consumers to research individual homes while they are there.
• Mobile search marketing will continue to increase in importance.
• More consistency in metrics and measurement to ensure effective campaign results.
Brands will require measurement standards that provide comparable and consistent data so that they can understand the success of a campaign and where to further invest.
• Location-based services (LBS) will increasingly be important to mobile marketing programs as well. However, LBS is still in its early phases, and technological development and privacy controls will be required before we see mass adoption of LBS.
Looking ahead to 2009, Diana Pouliot, director of mobile advertising at Google, says, "We expect the adoption of mobile marketing campaigns to accelerate in the next 12 months, especially in the area of mobile web advertising. Consumers are using their mobile phones more than ever to access all types of information and content across a wide variety of categories. As the mobile ecosystem continues to grow, brands will take advantage of new marketing opportunities in the mobile space."
For more MMA Awards Coverage:
Welcome Note
Mobile Marketing: Its Time Has Come Part I
Mobile Marketing: Its Time Has Come Part II
12 Things You Must Know to Be Successful with Mobile Marketing
Mobile Metrics
2008 MMA Awards Winners
2008 Selection Committee
adidas: Award for overall excellence for company or committee
Laura Marriot: outstanding individual achievement award
Academic of the Year
The Global Award Winning Strategies
More Winning Strategies
