If you’re in marketing, you may have heard that this is the year of mobile… every year since 2006. While mobile phones have been around for quite some time, it seems we’re only now hitting critical mass with respect to smartphones, tablets, and other mobile devices. ComScore recently reported that 50% of all mobile phones purchased in the US are smartphones (the other 50% are called feature phones). Add to that the growing number of tablets being sold, and we just might be in the middle of the year of mobile.
I’ve had the unique opportunity to hear a couple of mobile marketing experts speak recently – one at an American Marketing Association lunch event (these are always great, by the way), and the other at Interactive Day San Diego.
First, Mike Schlegel from a company called Millennial Media provided some interesting insight from his work in the mobile space in recent years. Here are the biggest takeaways I got from his presentation:
- Browsing behavior varies greatly by platform. Mobile phone users search, browse and interact differently than tablet users, for example. This means there is no one-size-fits-all solution for mobile marketers.
- Mobile activity spikes happen on weekends, holidays, and during special events (think Super Bowl) – and during the primetime hours on weekdays. Mike was careful to point out that marketers shouldn’t ignore the ‘other’ times during the week, but instead embrace those as an opportunity to target specific user behaviors (i.e. restaurants offering coupons during weekday lunch hours).
- Don’t forget about the feature phone users. Sure, it’s trendy for marketers to pay attention to the latest Android or iPhone users, but Mike reminded us of the feature phone users who also have needs (some of whom can be reached by simple SMS campaigns)
I also had a chance to hear Dan Flanegan speak at Interactive Day San Diego on June 1. Dan’s company, Brand Anywhere, is a leading San Diego-based mobile marketing company. Dan gave some great examples of targeted mobile campaigns that have resonated very well with consumers. Working with major brands, Dan has helped some big names in advertising create and leverage successful mobile campaigns to foster brand loyalty from consumers who could possibly become life-long repeat users of that brand’s products.
So how can mobile advertising be useful to the consumer? Imagine standing in a store about to make a purchase. If you didn’t do your research (or if things have changed since you left home), how do you know if you’re getting the best price on what your about to buy? Using a mobile app like Shopkick, you can now find coupons, incentives, and even be rewarded for your loyalty at a particular store. As you scan a particular bar code, marketers can serve up ads that make sense for you – whether that’s a coupon, a competitor’s store, or a pitch to buy the same item online for less.
In a rapidly-evolving mobile world, the possibilities are endless – both for marketers and for stores and brands to provide real value to consumers. To me, mobile marketing seems to be a very crowded space right now, but I’m anticipating some breakout mobile apps to take the lead within the next year. With the amount of growth in the segment, there’s still room for lots of players to do well – at least for now.
What do you think? Is 2011 the year of mobile?