Mobile Marketing In The Near Future
Not to my surprise, I find mobile marketing has both a digital and traditional definition. The digital definition is as one would expect, marketing your business message through mobile devices.
In the traditional definition there are moving billboards that are associated with mobile marketing. We are going to be talking about mobile devices.
The mobile industry certainly has grown quickly the past three years. The iPhone coming to market was only the beginning. It didn't take long for mobile applications to make these devices more useful to the consumer.
With the flood of mobile applications consumers were able to find many different uses for their mobile device. Games and entertainment were only the beginning. More useful applications like tools, utilities and resources also found their way to the mobile device.
As of December 2009 there were 285,610,580 mobile devices in the United States against a population of 308,505,000.
Basically 91% of the population has a mobile device. Feel free to look at the Wikipedia article for more statistics worldwide.
With 91% of the U.S. population having a mobile device, and these devices having considerable capabilities, it is undoubtedly the next significant source of information for consumers and businesses alike.
Using it as a phone is only the beginning. Email, Games, Entertainment, Texting, Instant Messaging, Browsing, Photos, Camera, Calculator, Calendar, Maps, Voice Recognition, News, Banking, Weather, Finance, Social Communities, and Radio are only a small fraction of what mobile devices are used for. Their capabilities will continue to grow as this mini-computer finds more use in our daily lives.
As an Internet and digital marketing agency we're going to focus on how a business can use mobile marketing. We'll focus on four specific areas and describe a starting point and a planned progression for the next few years. Each area has many details and this information is designed to be in summary.
This is known as "texting" and includes SMS Texting (Short Message Service) as well as MMS (Multimedia Message Service).
For a business to tap into this marketing tool you have to begin by getting permission from prospects and customers to send them SMS or MMS messages. Begin by seeking out a service that provides SMS and/or MMS services. You will be assigned a text number that customers can send a subscription notice to. You can add this feature into your website, email marketing or display it in your business to promote how prospects and clients can get alerts from you by SMS or MMS. Because it will take time to build up subscribers you will want to start this sooner rather than later.
We have had discussions with clients in which they felt that as long as their website was showing on a mobile browser then they had a mobile website. Not the case. A website that was developed specifically for a standard computer or laptop monitor does not mean you have a mobile version of your website.
On a mobile version of a business website a user will not need to zoom in or out or pan left or right when viewing your website. The website will be a "lite" version of your primary website with specific call to actions that are useful to the users visiting your mobile website.
A good example is Delta Airlines. Go to their website on a standard computer. Then go to their website using a mobile device's browser. You will see two very different websites. As a business you will want to budget and build a mobile version of your website as one of your very next steps.
At some point every business will have a mobile application and it's even possible that mobile applications will diminish the need for domain names.
Mobile applications can be useful as a tool for your customers or you may decide to have an application for branding purposes, such as a simple game. There are certainly many possibilities for mobile applications and you will need to consult with a marketing firm to decide how to best utilize mobile applications.
Mobile application development budgets vary dependent upon creative content, interface functionality, database use and Internet streaming.
Text advertising like Google AdWords and banner advertising is available directly for mobile devices. The difference is how they're delivered.
For example banner ads will appear in free mobile applications and when the application is used at the bottom. You can push your mobile banner ads through mobile advertising networks like AdMob (acquired by Google) and Quattro (acquired by Apple). Development of your mobile ads requires a different approach since there is limited physical dimensions of your message.
By utilizing all four mobile marketing components for your marketing plan over the next couple of years you will be able to tap into a new marketing channel that happens to be well suited for local business marketing.
Waiting for two years to pass and then deciding to plan and adopt this technology is probably the wrong answer. You need to incorporate this process now and build it into your business marketing process otherwise you will be left behind.