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Last year, well under half a billion dollars were spent on mobile marketing and advertising. Over the five years to the end of 2015, ABI Research expects that expenditure will grow at a compound annual rate (CAGR) of more than 40%.
According to mobile marketing strategies practice director Neil Strother, when compared to campaigns in more traditional media, mobile marketing can be relatively inexpensive. Moreover, ads can be highly targeted and paired with rich mobile content.
Mobile applications also offer a fast-track to potential customers, and while not all of them [mobile apps] are ad-supported, some are, and some brands are even creating their own apps. Also, the advent of HTML 5 will enable brands to offer web-based apps and services aimed at wider mobile audiences.
However, Strother cautions about some factors that still constrain the market, including the lack of standardized device platforms, networks, and web browsers, and the need for different campaign formats for different kinds of messages. Other inhibitors include mobile ad-resistant users, limited mobile ad budgets, and a lack of experience with this emerging medium.
His recommendations for mobile marketers are simple: Establish objectives, know your customers’ mobile behavior, devise a sound mobile plan, choose your tools wisely and measure results regularly.
Additional information about ABI’s “Mobile Marketing Strategies” is available from their website.
About The Author
Dusan Belic
Dusan has been using smartphones since their introduction and is now following the latest trends in the industry. The "convergence" is what he's most excited about, and writing about it is the next logical thing to do. He thinks that using a smartphone is what everyone who cares about their time should do. In addition to his interests in mobile phones, Dusan also loves to experiment with the latest web and mobile 2.0 services. The idea of accessing and managing your information from any device no matter where you are simply amazes him. Whether it's an online to-do list, note taking service or a video sharing social network, he's there to try it out. He admits though, he's still searching for the ultimate web-based organizational tool, which "sings" perfectly with the mobile PIM application. Dusan used to run SymbianWatch.com which later became part of IntoMobile. He lives in Serbia, South-East Europe, from where he edits the site on a daily basis.
