While marketers are still determining the best way to approach mobile campaigns, now is the time to get involved. Based on recent studies, trends, and research, nearly everyone agrees that mobile marketing is on the verge of becoming the next “it” thing. eMarketer, a mobile Internet research firm, reported that “There are 405 million mobile Internet users worldwide and within four years this number is expected to double.” With marketing tools such as the mobile Internet, SMS, and the high adoption rate of devices like BlackBerrys and iPhones, mobile marketing represents a golden opportunity for marketers. Those that embrace mobile marketing now will be able to set the pace for all those that follow suit; thus giving the front runners in this industry a substantial advantage over the competition.
Many have begun comparing mobile now to what Internet marketing was like in 1997. In just 12 years, the Internet has become an essential part of nearly everyone’s live and there is reason to believe that mobile will follow the same pattern. Given the widespread use of mobile devices already, where “92 % of users say they can’t get through the day without using their mobile” (Social Issues Research Center), many believe that mobile adoption is bound to transpire at an even faster rate than Internet adoption did. When the Internet was first introduced, people didn’t know how to use it. Conversely, people already know how to use their mobile devices so the learning curve will not be as extreme. A Marketer’s only real obstacle is finding the perfect way for consumers to interact with their brand via mobile. Users already have the tools and knowledge – they simply need a reason to interact.
So why is it important to get involved with mobile now? Currently, businesses using mobile have “the advantage of being new and exciting” (The Mobile Marketing Handbook). Everything that mobile marketers are doing now is unprecedented. If your company were to launch a mobile campaign tomorrow, you would automatically become a leader within your niche and set the standard for your competitors. Considering the high adoption rate of mobile, it is not a question of if mobile marketing will be successful; it is a question of when. Once consumers expect mobile marketing to be a part of their everyday lives, “they will become more discerning about what mobile campaigns they will use” (The Mobile Marketing Handbook). Thus, those who embrace mobile now will have a distinct advantage of being ahead of the curve. The sooner you get involved, the more success you will have in the long run.
Even though it may be easy to sit back and watch as others experiment with this new industry, those that are dabbling now will ultimately set the pace for everyone that follows. In a Nielsen Mobile report, it was noted that, “87 million U.S. mobile users have mobile Internet services.” This fact coupled with findings that three-fourths of mobile consumers engage in sending and receiving text messages makes mobile marketing a very promising industry. These facts and figures point to the abundant number of opportunities presently available in the mobile marketing arena. If you want to get involved with mobile, now is the time to act. Those who do act now will be able to take advantage of a tremendous opportunity in a developing industry.
Never before has a marketing platform been so personal. We are talking about marketing via a device that connects people to one another and their world. Mobile devices store valuable and personal information such as phone numbers, messages, photos, music, and more. Not only is the content itself personal, but in a way, a person’s mobile phone is like an extension of themselves; it is something they carry with them nearly everywhere- morning, noon, and night. No other medium has such an intimate relationship with its user. Thus, mobile marketing makes it possible to personalize the marketing experience. While other forms of marketing ask consumers to engage with a certain brand or product, none are able to engage an audience quite like mobile marketing. This innovative approach to marketing has people asking many questions and wondering just what is mobile marketing?
Essentially, mobile marketing is promoting a brand, product, or service over a person’s cell phone or mobile device. When done properly, mobile marketing will deliver useful content and information to users who are seeking it. Mobile marketing is only effective if you market to groups that are interested in receiving your message. While this may seem like common sense, it is a very important point to keep in mind. Mobile marketing is all about permission. You must receive a user’s permission before you market to them. You can’t simply blast people with unwanted text messages and expect to see positive results. The Mobile Marketing Association (MMA) actually has a set of policies and guidelines that guards against this type of unwarranted solicitation and helps regulate the mobile marketing industry.
As you begin to delve deeper into what mobile marketing really is, perhaps one of the most important things to know is how large your potential marketing pool is throughout the globe. Three billion people worldwide have cell phones. Eighty percent of all Americans own a mobile phone (The Mobile Marketing Handbook). Now consider the personal nature of the cell phone. People carry their mobile phones with them nearly everywhere – work, school, grocery stores, restaurants, bars, etc., etc. Therefore, you have the ability to market to your consumers virtually anywhere at any time, as long as they are willing to receive your message. Think about how many people you can reach with your message.
Unlike more traditional mediums, which target mass quantities of people with the same message, mobile marketing enables brands and businesses to personalize their message. The beauty of mobile marketing is that you can customize your campaign to relate to your specific user(s). By customizing your campaign, you make the user want to interact with you. For mobile marketing to be effective, you must create a relationship with your consumer base so you are continuously engaging them. The trick is to find a creative way to do this, which may include tactics such as mobile coupons, give-a-ways, alerts, and the list goes on.
Still don’t believe mobile is right for you? In the last quarter of 2008, the United States reached over 100 million 3G subscribers nationwide. The American wireless data market grew 7.3 percent (http://www.mobilemarketer.com/cms/news/research/2748.html). Imagine, an industry that is actually growing during these tumultuous economic times. M:Metrics reported that text based marketing grew 27 percent in the U.S. from May 2007 to January 2008 (http://www.mmaglobal.com/research/text-based-mobile-advertising-mmetrics). Despite the considerable newness of this industry, all signs indicate that mobile marketing is continuing to grow at a steady rate.
Given the personal nature of mobile marketing and the personal way people interact with their mobile devices, mobile marketing offers a unique approach to targeted marketing. Mobile marketers must find a way to be invited into individuals’ lives and share something useful with their consumers. Because a person’s mobile phone is so personal, any type of unwanted invasion will create a negative response. Remember that mobile marketing is not intended to be intrusive but rather a welcome tool used to facilitate two-way communication with your consumer base. If you can start a conversation with your user, you have done your job as a mobile marketer.
