Mobile Marketing Overview
From The Yaffe Center
- NOTE: This page is work in progress. Check back later for more updates ***
Contents |
Acknowledgements
A large portion of this Wiki was taken from the research paper “Get Connected: Developing Successful Mobile Marketing Strategies” by Robyn Bald, student at the Ross School of Business, written in April 2010.
Introduction
The Mobile Marketing Association reports that there are over 3.3 billion handsets worldwide, more than 3 times the number of personal computers globally. According to Nielsen, in November 2009, 61.5 million Americans accessed the Internet via mobile devices, up 32% from a year earlier. Morgan Stanley’s 2009 Mobile Internet Report claims that within 5 years, more users will connect to the Internet via their mobile devices versus with desktop personal computers. The third screen device is now omnipresent; mobile is the perfect platform, on which to connect one-on-one with consumers. Mobile is more than its own unique marketing channel; it is a unique mass media. Mobile is here to stay, and it is positioned to be the next major distribution platform.
“The virtual Velcro that attaches these devices to their owners, combined with the coming explosion in mainstream consumers accessing data services on their phone, is reason alone to break ground on a mobile strategy.” -Julie A. Ask and Charles S. Golvin, Forrester Research, April 2009
According to eMarketer, in 2009, $416M was spent on mobile advertising versus $24B spent overall in online advertising. Therefore, total mobile spending is just 1.7% of all online, yet projected growth is high, averaging 36.5% in 2010. Companies must anticipate this growth and leverage the channel to their advantage. There are numerous ways to market to customers through their devices: voice, applications, messaging, the mobile web, mobile advertising. In order to develop an appropriate mobile strategy, marketers must first determine their target audience, establish clear brand or product objectives, and understand how specific mobile tactics will assist in accomplishing these goals. Based on both primary and secondary research, this page defines the mobile landscape and presents tactics and strategies for developing a company’s mobile marketing footprint.
What is Mobile Marketing?
“Mobile Marketing is a set of practices that enables organizations to communicate and engage with their audience in an interactive and relevant manner through any mobile device or network.”
-Mobile Marketing Association, November 2009
