As advertisers begin to recognize the unique position of mobile devices in the marketing universe, the methods by which this growing and evolving medium is employed will change. According to the 2009 Netsize Mobile Marketing Survey, certain basic premises about the mobile medium will lead to trends in the use of the platform:
Very Personal: Because of the personal nature of the mobile device, consumers are more receptive to marketing messages that are consistent with how they normally send and receive messages in this personal space.
- One-way SMS messaging is expected to decline, while two-way SMS messaging is expected to increase by a similar percentage
- MMS messages involving pictures or video is expected to double – people love to send images through their mobile devices
- Use of mobile devices for retention and loyalty campaigns is expected to grow by nearly 50%, because consumers prefer the familiar over the unfamiliar when it comes to the messages they send and receive
Highly Interactive: Most time spent on a mobile device involves some type of interactive activity, whether it’s SMS messaging, voice communication, playing games or using apps.
- Use of one-way banner ads will stagnate, while interactive branded applications and messages will rise by over 50%.
- Prompting of consumer responses, such as with coupons or QR codes, is also expected to grow by 50%
Communications Ecosystem: As mobile devices continue to proliferate, marketers must recognize the impact on behavioral mores and cultural norms that accompany the technology shift. Violate the norms, and the consequences will be severe.
- Among marketing executives, concern for consumer backlash ranks highly among the inhibitors to using the medium more aggressively. The quality and validity of an opt-in database is of paramount importance.
- Transactional communication, such as purchase notifications and crisis management, is expected to rise by 30% on mobile platforms as marketers begin to understand that consumers use their mobile devices as a way to keep abreast of important information that affects their day-to-day lives
Many executives readily acknowledge that they lack the knowledge and skill to feel comfortable deploying an effective mobile marketing strategy. This is encouraging, because the first step on the journey of knowledge acquisition is the recognition that you lack the knowledge and that you need to acquire it.
