Posted by Gianluigi Cuccureddu in Whilst the growth in consumer usage is higher than the advertising and marketing spend in this channel, it’s good to read the article on eMarketer about the positive long term trends when it comes to mobile ad spending.
Mobile ad spending is calculated to rapidly increase the coming five years.
The growing share of smartphone sales, many sorts of applications which increases the usage of the mobile device, like Augmented Reality, Mobile TV and Location Based Services, mobile ticketing, mobile banking and growing mobile ad spend has caused that Mobile Marketing is moving fast towards a centre spot within the marketing strategy.
Mobile ad spending is just another sign that usage is increasing, users are getting confortable with the devices and that it’s becoming a standard extended device in daily life, think of the younger generations as the future target group which have mass adopted the mobile already.
More and more cases are published about the mobile opportunities, how mobile enhances the brand experience and another channel to reach the customers wherever, whenever with the content which is desired. The mobile device is the portable extension of a person which becomes an aggregator of information, at the same time the tool to satisfy the content hungering needs and can serve as a connector between digital and traditional campaigns. Location Based Services/Information Services provide relevant applications for the mobile user and the provided relevancy is in favor of the companies.
Businesses should start (re-)thinking about the place of mobile within the marketing strategy when looking at the future and opportunities and that it might well be the new catalyst that unleashes the marketing funnel, serves brand reinforcement and can act as an awareness mechanism.
Questions that should be answered during the next strategic planning could be:
Are the products mobile ready?
Are the target groups/market mobile ready?
How can mobile usage be incorporated within the purchase process?
Is there the opportunity of conducting mCommerce?
By what goals should the mobile website and other extensions (like widgets) be deployed?
How can mobile advertising be integrated within the other advertising tactics?
Are the other tactics finetuned with the mobile strategy?
…and many more.
Do you share my view on Mobile Marketing and that it’s now the time to act?
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