Posts Tagged 'Mobile marketing'

The Global Impact of Smartphones

Courtesy of the folks from Protect Your Bubble.

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The State of Retail Mobility [Infographic]

How have other top retailers responded to the mobile challenge? Big huge thanks to global IT and business solution provider Cognizant for this infographic. :)

 

The Confluence of Social and Search

When defining the next big think, I am never surprised how much mobile, search and social continue to loom on the horizon. In fact, if you look at what’s happening in Japan it would boggle your mind.

Three-quarters of Japanese social network users access the sites only from their mobile phones.

Couple that with Google buying AdMob for $750 million and you can easily see where this is all heading.  But as the barriers to search and social and mobile continue to be broken down, I cannot help to think that the following is not true to some degree…

Mobile, Social, and Search. Quick hits.

In a quest to pare down my already slim posts, I’m going to fire off a couple of quick blurbs for everyone to chew on until the next post:

  • Aside from Microsoft not backing down in it’s quest to buy Yahoo, AT&T and Yahoo have entered in a multiyear deal to share revenue from advertising on Mobile phones. Yahoo will provide search and display advertising for AT&T customers. I’m shocked that Google did not get there first.
  • Speaking of Microsoft, the Wall Street Journal just cut a deal with them in which the WSJ’s paid search and contextual advertising services will be provided by Microsoft. Not to sound redundant but, I’m shocked that Google did not get there first…
  • Social media giants Facebook and Myspace will become application hubs and launch pads for niche based “smaller” social networks. Alot of this is the residual effect of Facebook opening its platform last fall.
  • Word of Mouth marketing is the new mode of marketing on the cheap. It’s also just as effective as traditional forms of marketing and has much more of a “buzz” factor.
  • Magazines drive more than 50% of online searches, followed by reading an article in a magazine and lastly by seeing something on TV.
  • According to Anderson Analytics, 32% of  the 1700 marketing executives polled cited “Green Marketing” as an important emerging concept along with it being considered the trendiest marketing buzzword.
  • The hottest demographic that you need to be marketing too, but are probably ignoring are the hispanic and baby boomers.
  • According to Informa’s latest report entitled “Mobile Social Networking: Communities and Content on the Move,” the number of mobile social networking users exceeded 50 million, approximately 2.3% of the global mobile user population on December 31st, 2007

Mobile Marketers can fail and still succeed.

Mobile advertising is projected to generate revenue somewhere between $1 billion and $24 billion within four years. However, at the moment they(analysts) still do not know which business model or marketing approach will be successful in tapping into that money.

So you’re saying,”Well how can they come up with those projections then?”  They can come up with those lofty projections the same way analysts said that one day the internet would be really really big. The upside and the potential are so great, that even those numbers are skewed on the side of conservatism.

To put it in perspective you have to understand that nearly everyone including your average 10 year old and up is now carrying a cell phone. If you want a hard number, think north of 2 billion users worldwide. With that device is the real estate to market and advertise to a captive audience. With that device and it’s associated burgeoning high speed browser comes the ability to search, use the internet or access email. Currently in the US, there are almost 35 million users of the mobile “net”. So what comes with search? contextual advertising. What comes with surfing the net? Advertising. Or using email? Get the idea?

But see that’s the easy side to marketing on a mobile device. The challenge for marketers and advertisers will be how to create stickiness not only for search results for instance but also to geotargeted results via a mobile device. In other words, how are you/they going to create the mobile call to action?

Some of the other questions will also be; How intrusive can you as a marketer be on a mobile device? Do the devices need to also have micro-java apps for pop-ups for instance? Can a marketer hone in on perhaps using SMS alternatives or opportunities until a more solid marketing platform is developed? When you think about it, it really is wide open.

The answer is yes to all of those questions, and the best part about it is the result can be a complete and utter failure and thats ok. So now you’re saying, “what do you mean it’s ok to fail?” Well it’s ok to fail because the user has no preconceived notion or expectation as to how it’s supposed to be. And because they don’t know what to expect, they will be willing to accept, for now, whatever comes down the pipe.

But marketers and their brethren will only be allowed to fail x amount of times before the user a) finds another solution that best meets and exceeds their intial expectation or b) becomes completely frustrated by the lack of performance. And trust us, they will find it. Either through another marketer letting them know that their is a better solution out there, or they will find it virally.

Until the bar is set, mobile marketers will have a grace period to get it right. The unknown is how long the grace period will be. The unknown is who will set the tone? Who will establish the way things are done in the mobile world? Because at the moment the canvass is blank and anything can be tried and ANYTHING can be successful. In the end the ultimate judge will be your average consumer, or your average 10 year old!


The Deets

Marc Meyer is a Digital and Social Media Strategist at DRMG. This is my personal blog where I share observations, thoughts and opinions that are all my own.

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