The statistics1 are overwhelming. This year:
• There are 1.2 billion mobile Web users worldwide
• All mobile phone users will reach 242.6 million
• 94% of smartphones users will be mobile internet users
• Mobile internet users will reach 113.9 million
• Mobile shoppers will reach 72.8 million
• Tablet users will reach 54.8 million
• iPad users will reach 41.9 million
• In the U.S., 25% of mobile Web users are mobile-only
1 AMA 2012: The Year of the Mobile Roadmap
We all know mobile is big and we all know it has enormous marketing potential. What many advertisers don’t yet know (and what’s probably more overwhelming than these statistics) is the most effective way to harness its power.
It’s understandable given challenges such as complications with the myriad of handsets and technologies available, privacy and spam concerns, tiny supplies of valuable ad inventory and obstacles to streamlined mobile commerce.
It’s also understandable why this year, mobile ad spend continues to represent a mere 1 percent of total worldwide ad spend. And why last year, more than half of companies surveyed (58 percent) said they don’t even have a mobile strategy primarily because they’re not sure how to get started2.
What we all seem to clearly understand, however, is that the more consumers buy and use smartphones and tablets, our ability as marketers to leverage this action-oriented medium is critical to our success.
The Evolution of Mobile
Even though it seems advertisers don’t have the best handle on mobile marketing (yet), the industry certainly has come a long way. Early innovators laid the groundwork for some of today’s most successful campaigns and today’s innovators are laying the groundwork for future success.
In its simplest form, mobile marketing started with rudimentarily optimized mobile websites and text message marketing, followed by targeted banner ads, followed by search giants Google and Yahoo in the mix, combining results with local mapping and click-to-call features.
In its present form, there are apps and ads in video and multimedia, in search and social, and in technologies such as QR codes, Augmented Reality (AR) and Near Field Communication (NFC). Marketers push the creativity envelope using device technologies too, such as accelerometer, gyroscope and touch interface to name a few.
Post-2012 promises to bring greater interactivity and creativity, enhanced ad value, improved targeting, advanced search and fully optimized content.
The above was excerpted from the full article Auto’Mobile’ Marketing Driving the Innovation
Originally posted by Nick Matarazzo on October 17th, 2012 at 10:31 am