Mobile marketing can be both a cheap and effective marketing method, whilst also offering enormous reach to marketers. There are currently more wireless mobile devices than televisions and computers combined, and are used by most demographics, making it an appealing marketing channel.
I've been finding some interesting presentations on the subject from Slideshare, including general introductions to mobile marketing, market data, and analysis of future trends...
A lot of coverage has been given to mobile phones recently, especially with Google’s Nexus One looming, the ongoing battle of platforms and the continuing onslaught of the iPhone.
I’ve already opined that although 2010 “won’t exactly be the year of mobile, but it will be a big year for mobile”, so with this in mind, marketers need to be thinking about what kind of options are open to them in this rapidly developing area.
But understanding and navigating mobile marketing can be a bit of a minefield. I caught up with Zoe Sands from Cisco to discuss the various issues within this often complex area.
More than half of respondents to a recent survey said they find mobile an easy-to-use platform with which to communicate with their favourite brands, and agreed that they would be willing to pass on offers to their family and friends.
endorsed by the Internet Advertising Bureau and the Mobile Marketing
Association, shows 54% of the people questioned would be willing to use
mobile to interact with "brands of their preference".
Augmented reality (AR) could be the killer app mobile marketers have been looking for.
What is AR? Simple: the superimposing of computer-generated images or text on an image of the real world, as taken by the camera of a mobile phone.
Troy Norcross currently works as Senior Relationship Manager
at Nokia, as well as running a blog which focuses on responsible marketing practices.
He has just written a paper on using Bluetooth for proximity marketing (here's a pdf teaser of the paper). We've been asking Troy about Bluetooth marketing best practice, and the issues surrounding it...
Are marketers including enterprise mobile applications in their media
planning? Are deals to be done with big companies that have big B2B
brands and their own micro -ecosystem? If you haven't thought
enterprise yet, it's time to do so!
Look down from 40,000 feet and you will see two vertical channels for
selling mobile phones: enterprise consumers and everyone else. The
enterprise consumer acquires the mobile phone by purchasing the device
from the market or receiving it from the I.T. department.
The mobile ad platform is fragmented, lacks customer data, and needs standards. That's some of the thinking produced by the blogosphere and recent conferences. Whether mobile marketing is really in such disarray is debatable. It has, after all, attracted most major brands and will rate its own category in the next round of IAB quarterly measurements. But for the "broken" side of the mobile debate, two developments may address some concerns.
Both are technology driven, which is important as mobile finds its legs with advertisers. The first announcement: AOL and Platform-A will make a "device-agnostic" rich media mobile ad format available through Third Screen Media, Platform-A's mobile ad-serving platform and network. That means rich media can run on iPhone, Android, Blackberry, Windows Mobile, Palm and Symbian handsets. It's a clear indication that AOL will make rich media ads a priority and make them easy to buy. One complaint from the "broken" side of the debate is that marketers have to choose one device over another for campaign creation and planning. If the AOL solution works, that argument is a long way toward over.
Tina Whitfield believes there is one secret to unlocking mobile marketing success. That secret is accessing the treasure trove of customer data stored by wireless carriers and handset manufacturers.
As CEO of Equis Global, and veteran of several digital marketing companies, Whitfield says she is trying help brands bridge the gap between what they think mobile customers will interact with and what data shows they will interact with.
A concordance of today's Digiday Mobile conference would show the most often used phrase as "not fully baked." But despite the business models and infrastructure issues that still need time to mature, mobile marketing is progressing toward a brand-driven future.
With a new major Dockers iPhone campaign breaking tomorrow, the conference provided some insight as to the profile of brands that are consistently engaged in mobile campaigns of some kind. Whether it's SMS text, WAP sites, banners, or proprietary apps, the brands involved are impressive. Adidas, Nike, Coke, Paramount, P&G, and most every other major brand were either involved in or planning a mobile campaign, according to the agencies assembled. Razorfish's emerging media VP Terri Walter told the conference that it handles more than 200 mobile clients and AdMob handles 200 a month.
From an American and continental perspective it's easy to think that "we are the world" when it comes to mobile phone usage and marketing. Jeremy Wright, Nokia's global director of brand solutions, looked to reset that misconception during a presentation at Digiday's mobile event on Thursday. Seems there's more to mobile than Facebook, iFarts and text messages for emerging markets.
With more than four billion mobile phones on the market, Nokia has also positioned itself as a content provider and mobile network infrastructure owner. Wright sees different attitudes developing among the global perception of devices and advertising.