Much has been made of the role of social media and its associated platforms in the growth of online marketing . With so many mobile companies now offering unlimited internet access as standard however, mobile marketing is rapidly becoming a growth market all of its own.
A recent report from the EIAA (European Interactive Advertising Association) shows that 48% of internet users now have access to the web via mobile, with usage averaging at around 1hr per day. When you consider that 30% of web users in Europe say the internet allows them to follow brands more (interactive content etc.) it makes for a compelling case.
Mobile Marketing – A Growth Market
EIAA research also shows that a growing number of companies are jumping onto the mobile marketing bandwagon. One in three organisations currently participate in some form of mobile marketing as part of their advertising strategy, with 19% indicating that their usage of the platform is increasing – a figure that is rising sharply.
"Technological innovation coupled with consumers' continued desire to merge their media presents a huge opportunity for advertisers as we move into 2010." commented Michael Kleindl, chairman of the EIAA.
Information On The Move
Without a doubt, the era of the smartphone has forever changed the way we access and view information. Recent innovations such as Apple's iPhone and now the iPad, together with Blackberry, Palm and Google's Nexus One look set to realise a truly interactive, information lead age where users can access what they want, whenever they want it no matter where in the world they may be.
Couple this with increasingly targeted, content-lead social networking (one of the most popular usages on modern smartphones) and the platform's potential soon becomes clear.
The Way Ahead
What then does the future hold for businesses looking to gain a foothold in the mobile digital age? Perhaps best qualified to provide an insider's view would be Executive Director of the EIAA, Alison Fennah:
"The internet is now being consumed across PC, laptop, mobile and gaming devices, providing 24-7 access to digital information and entertainment. This presents a compelling case for brands to explore and incorporate a growing number of complementary interactive platforms into the marketing mix."
Alison adds "Indeed, new age patterns of media consumption indicate that marketers should be looking to develop multi-platform strategies that reach and connect with consumers more effectively and increase ROI. This is opposed to making media decisions based on an 'either or' basis if they want to reach all demographics."
Getting Started With Mobile Marketing
Based on the above you can see the benefits mobile marketing could bring. To help, here's a few quick tips to help you get started.
- Understanding your audience – this is the first step in any campaign strategy. What type of phones are they using? Consider what features they already use, what their interests are and what activities they already engage in via their phone.
- Keep your current advertising plan and add mobile to the mix. Keep your message clear and consistent across your various marketing campaigns and platforms.
- Keep it simple. Give the user a positive experience. Make your ad campaign as straightforward as possible. The fewer clicks or text messages it takes the user to get the result, the better.
Finally, always build in tools which will enable you to test and measure your results. Knowing how successful your efforts are will mean allocating your resources to best effect for your bottom line. If you would like to explore mobile marketing for your business, contact us
