Growth In Mobile Marketing
Wednesday, December 14, 2011
We've heard about it for years, but it seems that 2011 might be the year that mobile marketing finally grows up and plays with the big boys. Over the past year, growth in mobile marketing has risen dramatically on many fronts. With apps, mobile search advertising and now retail, the mobile marketing space is delivering the numbers (and revenues).
In today's guest post, Pavel Webb from TextMagic gives us some global insights into mobile marketing. If you're not using mobile as a marketer just yet, consider how quickly this marketing channel is moving.
Let's have a look at what's happening in mobile marketing.
Everywhere you look you see more on the power of mobile marketing. As a field, mobile marketing has been growing faster than almost any other marketing segment from both a user and advertising standpoint. Until now yo may have been considering mobile marketing but haven't yet integrated it into your marketing mix. There are a number of ways to get started and the best way is to see what industry leading brands are doing.
Brands are creating their own apps
With over 300,000 apps developed in the last three years and with a predicted 29 billion app downloads this year alone, the demand for apps is rising and is expected to peak around 2013. Brands have realized the power of being able to push their content out to mobile users with many well-known retail companies, utilities and restaurant chains jumping onto the handset with their own branded apps.
Mobile advertising
Mobile advertising spend worldwide is expected to break US$3.3billion by the end of 2011 and is predicted to rise to a massive US$20.6 billion by 2015. The main gainers here are in mobile paid search advertising and local mobile ads. In the US, over half of all mobile ad spending is on local search ads.
Of course, Google is at the forefront of pushing this growth, recently announcing that mobile website quality is now a ranking factor in their AdWords mobile ad ranking. They have even gone so far as to invest in a whole site dedicated to helping businesses 'go mobile' (HowToGoMo.com) by optimizing their websites and advertising. Interestingly, in Germany mobile web advertising remains the most effective form of mobile advertising.
SMS marketing
2011 marks a banner year for SMS, with over 8 trillion SMS messages predicted to be exchanged by the end of the year. For marketers, SMS remains a popular choice, especially as it reaches nearly all the 4 billion handsets out there.
SMS marketing is most effectively used as a way to engage customers by offering a level of service via reminders, notices and coupon codes. As well, various countries show a preference for opt-in SMS marketing, especially the UK and France.
Retail now biggest growth category
Although not specifically advertising, we thought it was worth mentioning the massive change in user behavior, because this is where the advertising spend in 2012 will likely focus. According to eMarketer, mobile retail use over the past year has risen an astonishing 95% rise among US mobile users.
What's more important for retailers and marketers to pay attention to is why those users are visiting mobile retail sites. The same study revealed among mobile users visiting retail sites:
- 46% are researching prices
- 36% are looking for coupons or promotions
- 28% are researching new products
- 13% purchased a product
No doubt that tablet use, like Apple's iPad, are pushing these numbers upwards and it's not going to slow down any time soon as mobile internet use is predicted to surpass desktop internet use some time in 2014.
About the Author: Pavel Webb is the affiliate manager at TextMagic, a company based in United Kingdom, which provides SMS API for businesses and developers.
Marketing Blog founder and top-selling author Michael Fleischner has been featured on The TODAY Show, ABC World News, and Bloomerg Radio. 
27 comments :
Hey Michael,
Local small business owners too should realize that they do need to be on mobile; since the whole market moves to smartphones.
great share!
Akos
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Seems very important for the internet marketing business to understand the whole social-media marketing approach. Seems a bit over-whelming to get started and move fast using the correct approaches.
If we look at average time spent by media type, US consumers send about 8% of their time consuming mobile media, yet mobile ads spend is .5% of total advertising across media types in 2010. These figures were presented by Mary Meeker, KPCB Partner and technology investment expert at the Web 2.0 Summit 2011 in San Francisco this past Oct. Based on the assumption that media trends towards equilibrium with media consumption ($ follow eyeballs), KPCB estimates that Mobile Advertising represents a huge growth opportunity, as high as $20B when combined with Internet advertising upside which, as of 2010, represented 25% of consumption, yet only 19% of ad spend.
To be honest i was totally blind about mobile marketing, but now after read your post i understand its basic points and realize that it is very effective way targeted special market.
great..
Great article. Good insight into the current trends affecting the mobile marketing industry.
Despite the exponential growth of mobile across a wide range of industries in recent years, fewer than 25 million Americans watch video on mobile devices today, IE Market Research Corp says.
One of the biggest indicators of the industry’s struggle came when Qualcomm’s subscription-based Flo service was closed earlier this year.
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Mobile Marketing has hated amount the youth category. it has lots of not valuing the privacy of the person by speeding his information from the telecommunication companies. i think that mobile ads is better when its shared amount friend link when friends send you ads about a product or a servies that comes throw BBM or WhatsApp its much more acceptable and valuable as well.
Mobile Marketing has grown significantly also because of the growth of smartphones globally. Now people spend more time using their cell phone instead of doing any other thing that is why the best way to reach people is through their mobiles. Businesses now understand the importance of mobile marketing that is why they sms marketing is part of their marketing campaign now.
Mobile is something I've overlooked for a long time. Might be time to start doing some research on mobile marketing.
Do you think, with the number of apps already out there, that the market is saturizing or will it take a few more years for that? Like you said about it peaking in 2013, I assume there are a few more years for us to create some really useful apps or even start developing apps for other brands. I don't think 300,000 apps is all that much seeing how many different uses there are for apps and the number of mobile users.
- Clinton Skakun
Mobile marketing is in since it's quite accessible and nowadays smartphones have been regarded as the most used gadgets because busy people can do everything at once.
Great sharing..
im looking for SMS Marketing :)
I never understood mobile marketing and never thought of it as an effective tool. Nice read! thanks for the info!
I like this concept. I visited your blog for the first time and just been your fan. Keep posting as I am gonna come to read it everyday!!
Mobile Marketing is latest trend in the marketing world. Smart phone makes it more supportive and easy.
Mobile marketing is a up coming marketing strategy now and it is a easy way too.
A lot of our clients are charities and they in particular are now realizing the benefits of mobile marketing. Text donations are quick and 'easy' for the supporter which makes the donation pain and hassle free.
Mobile marketing has been experiencing tremendous growth the past 5 years.Text messaging and mobile phone ownership is at an all time high.The blog is very interesting and useful.Thanks
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Thanks for sharing such an interesting information. This is very actual information for me!
I would like to fit this issue from a more practical and functional point of view. Obviously, Mobile marketing is one of the most significant actions or way you can take being an entrepreneur.
You had analysed the growth in mobile marketing and presented the results as per category wise.Keep the great work you had done.
Great Post. thanks. Mobile Marketing Usa
Thank you for such an informative blog, I have recently been searching for details about this and yours is the best I have located so far.
Mobile marketing
This is a very informative post! Thank you so much for sharing. I really appreciate it!
The growth has been slow compared to desktop. However, this is primarily because the mobile platform is still way ahead of its time from the technological point of view. A look at the rate of growth reveals that the speed is catching up with newer technologies being launched.
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