Mobile marketing, like some beast from a horror film, started out as a slippery, harmless little critter and has now multiplied, grown and gotten smarter. It’s downright scary. It’s foreign. It’s (gasp!) different than what we’re used to. But not feeding it after midnight or keeping it away from radioactive material won’t help mobile marketing go away. Instead, marketers should befriend the monster and get it to work for them. Lately, we’ve seen all kinds of sources of all sizes say that mobile marketing is officially a force to be reckoned with.
This week, PC World turned us on to a white paper that really breaks down the power of mobile marketing… especially when it comes to targeting shoppers. The report explains how easily mobile marketing can communicate with customers.
“Thanks to increasingly sophisticated mobile devices, the consumer has become an ever-moving target that is never more than one click, ring, text or tweet away from entering “˜shopper mode.’ But, for better or worse, the shopper that she becomes is savvier and much better informed than her predecessors, due to the growing number of on-the-go tools at her disposal,” the report notes.
But the touting of the new-ish advertsing platform doesn’t just come from white papers. The big guys are giving mobile marketing a second look, too.
Generally, a good rule of thumb when it comes to digital marketing is if Goggle is interested in it, than you should be, too. Reuters reported recently that Google, in an effort to promote its ever-growing mobile services, is nudging some of the company’s most powerful advertisers to consider mobile marketing.
Karim Temsamani, the new head of advertising at Google, told Reuters, “I don’t see any reason why mobile advertsing won’t be relevant to every single advertiser.”
Temsamani is clearly referring to the well-documented budget increases marketers are said to be making for mobile advertising. According to research from comScore, 63.2 million Americans have smartphones, which is 20 million more than last year… meaning Temsamani may just be on to something here. With the huge availability of smartphones and the easy integration of mobile marketing with our existing social media marketing plans, every business can have the opportunity to dial up new customers.
Mobile marketing, like social media, is morphing daily and becoming less scary all the time. So, dear readers, what’s your mobile marketing solution for 2011?