By the end of 2011 it is projected that there will be 73.3 million smart phone users. It is also predicted that mobile advertising will reach the $1 billion dollar mark, a 48% increase from the amount spent in 2010.
With so many users and money to be made, what does the future of mobile marketing look like?
One of the key trends we’ve seen as of late is mobile platform optimization. Mobile platform optimization is basically the conversion of a full website to one that is meant to be used on a mobile device. Since the mobile web is still in its infancy, those using their mobile devices to visit such websites are more likely to be more purpose driven or task specific as opposed to those leisurely browsing from PCs.
With that in mind many mobile sites are designed to achieve a task; they have a specific purpose. Mobile sites also take time into consideration; load times, and the time it takes to achieve a task is taken into consideration. Many mobile sites also have the ability to use the location of its user (if permission is granted) to provide recommendations or useful information.
Another trend of the future is location based marketing. Location based marketing allows a marketer to exchange information with a potential customer or user via a given media.
Some marketers might use Bluetooth and infrared. When a device, a smartphone, is within range of the host, the marketer, a request to connect to the device can be made and information exchanged. Information exchanged can be a link to a website or a coupon for a future purchase.
One of the key trends we’ve seen as of late is mobile platform optimization. Mobile platform optimization is basically the conversion of a full website to one that is meant to be used on a mobile device. Since the mobile web is still in its infancy, those using their mobile devices to visit such websites are more likely to be more purpose driven or task specific as opposed to those leisurely browsing from PCs.
With that in mind many mobile sites are designed to achieve a task; they have a specific purpose. Mobile sites also take time into consideration; load times, and the time it takes to achieve a task is taken into consideration. Many mobile sites also have the ability to use the location of its user (if permission is granted) to provide recommendations or useful information.
Another trend of the future is location based marketing. Location based marketing allows a marketer to exchange information with a potential customer or user via a given media.
Some marketers might use Bluetooth and infrared. When a device, a smartphone, is within range of the host, the marketer, a request to connect to the device can be made and information exchanged. Information exchanged can be a link to a website or a coupon for a future purchase.
Another way information is exchanged between marketer and user is via short codes. Short codes are phone numbers to which users can send a text message to and get something in return. The text messages can be used to send and receive sales promotions, enter competitions, or to generate participation amongst an audience. Short codes can also be used to make payments or donations with the amount being deducted from a prepaid account or billed on a monthly invoice.
Great post Renan!
ReplyDeleteI think you highlight very well the importance that Mobile Platform Optimisation holds for marketers moving forward.
As more and more users adopt technologies such as smartphones and tablet computers, mobile is quickly catching up to the desktop computer and there is no doubt in my mind that sooner rather than later, more users will access content via mobile platforms than through desktop computers.
With that said, marketers and content creators who fail to learn the ins and outs of mobile platform optimisation will be severely hampered in their efforts to reach their target audiences adequately.
You made some really good points on location based marketing. Those spoke to me the most because i'm starting to notice them. And with apple's new Siri technology, companies are receiving new ways of getting their business out there. When you ask Siri for mexican food, she tell you where the nearest are and has them rated for you. Such a technology through mobile phones make you wonder what the future holds for marketing.
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