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Guest post by Pavel Webb, affiliate manager at TextMagic, discussing how big the mobile marketing opportunity is, whether mobile spend will follow eyeballs, Google and mobile, Apps, ads and SMS. In 2011, it was estimated that the global number of mobiles is around 5.6 billion handsets. If the trend for spend follows where people are actually consuming media, then both Internet and mobile adds up to a pretty substantial opportunity that Meeker estimates at around $20 billion in the USA alone. Added together, Meeker showed that mobile marketing across ads and apps has a 153% CAGR over the three years from 2008 to 2011, reaching around $12B globally by Q2 2011. SMS is not discussed as much as the sexy apps and ads, but with almost all of the >5 billion handsets out there capable of receiving SMS messages, shrewd marketers are already finding a willing audience with mobile coupons, voucher codes and service messages leading the way. It’s difficult to predict, but some estimates putt mobile ad spend outpacing outline somewhere around 2015.
Pavel Webb is the affiliate manager at TextMagic, a bulk SMS gateway based in United Kingdom. Rick Noel is an experienced digital marketer enabling businesses and organizations to grow through the Internet, while maximizing marketing ROI (Return On Investment). Fast loading mobile pages should certainly be a priority, but one finding in this chart disappointed me. I think this is a great oversight on the part of marketers active in the mobile marketing channel.
When someone interacts with your mobile website a€” or your regular website a€” on a mobile device, that engagement is almost certainly going to be a more intimate experience than someone viewing on a laptop or ultrabook, and certainly more so than on a desktop.
And, that person is very possibly interacting with your content in a more personal space than a dedicated work area or desk. For B2B marketers, that means you are potentially reaching that person away from a traditional business setting. Additionally, consumer marketers must consider the possibility that the mobile customer might even be actively shopping and engaging in showrooming, where they are in a brick-and-mortar store and looking at price or feature comparisons. With all the digital tools available for tracking prospect and customer behavior a€” and going even deeper, predictive analytics on your datasets that can provide insight into potential future interests, likes and behaviors on individuals in your database a€“ there is every reason to pursue a dynamic content strategy. Ia€™m willing to bet most marketers would say, a€?Of course I want to provide relevant content to every prospect or customer.a€? Therefore, if providing relevant content is a mobile marketing goal, then dynamic content based on past behavior or predictive analytics will be about as relevant as you can get without just asking the visitor what they want to see.
Hopefully, marketers are currently experimenting with dynamic mobile content and will have a case study, or two (note: subtle hint for all the mobile marketers out there), that we can report on in 2013.
Of course, email campaigns and mobile marketing interactions are not an apples-to-apples comparison, but I think the HP case study shows the value in dynamic content. I personally think the mobile device is an ideal location for marketers to provide dynamic content. The views and opinions expressed in this blog are strictly those of the author and do not necessarily reflect in any way the views of MarketingSherpa, its affiliates, or its employees. What is Mobile Marketing?Posted by Zeke on April 7, 2012 in General, Mobile Marketing with No Comments YetMobile Marketing is a relatively new marketing tool compared to the conventional advertising media.
The problem is that most small owners just do not have a clear understanding of how important Mobile Marketing is to their growing business. Mobile Marketing is simply a marketing media that uses mobile phone and related devices to promote a business.
This provides businesses with an opportunity to communicate with them directly in a manner that will grow and enhance their brands over time. Mobile Marketing is an extension of internet marketing and trends are showing that it could be even more effective over time. In fact, mobile phone internet usage is expected to exceed desktop internet usage within a couple of years.
This is why every business should take a serious look at adding Mobile Marketing to their advertising funnel. Walkers, Jaguar, Lloyds, Virgin Holidays, The Guardian, Specsavers and John Lewis were among the brands who celebrated wins at this year’s Effective Mobile Marketing Awards.
The winners were unveiled at an Awards Ceremony in London this evening, attended by 300 representatives from brands, agencies and mobile marketing firms.

Audi, Cineworld, Carling, Premier Inn and Domino’s Pizza were also among the brands who triumphed this year, while on the agency side, Nimbletank, Somo, PubMatic, Fiksu, Mindhare, Manning Gottlieb OMD, Mediacom, Millennial Media and and Hi Mum! It’s been another fantastic year for the Effective Mobile Marketing Awards, with the best ever crop of entries demonstrating the high level of innovation and quality the industry has achieved in the past year. Jaguar and Mindshare’s Feel Wimbledon campaign was one of the big winners of the night, taking home the awards for Most Effective Use of Video, Most Effective Brand Campaign, Most Effective Mobile Advertising Campaign and our Grand Prix award. This year’s Awards were sponsored by Trinity Mirror Pinpoint, Theorem and Masterclassing.
At Mobile Marketing we're proud to help tech companies showcase their cutting-edge solutions, whether it's on our website, in our magazine or at our Mobile Marketing Summits. In light of a more service-oriented economy, marketers apply an extended version of the marketing mix: the 7Ps of marketing.
Several years ago, British Airways created a mobile application for its Executive Club Program.
The British Airways Executive Club mobile application is a great example of the extended marketing mix because it was a service that was introduced into the world when mobile technology (and hence mobile marketing) really began to take off. Extend the Executive Club experience with a mobile application and allow members to track their miles, reservations, and flight information on the go. British Airways realized that a significant percentage of its e-mail subscribers open mailings with a mobile device. The application is easy to use and allows users to access any needed information (such as flight itinerary) at anytime.
Reviews, reviews, and reviews – understand what the customers think about the application overall and exactly why they like it or hate it. Make sure you implement new versions that will address product or service short comings and include what people want in the application – this is a collaboration between those making the application itself and the product owner of the application. Applying concepts from the 7Ps of marketing is a great way to structure and analyze what you are trying to create and deliver to customers. Google even partnered with mobile website developers Mobify to ‘mobilize’ business in Mobile Alabama. You know it expects mobile search revenue to be a significant source of growth for the company. While mobile advertising itself has grown since 2008, the exponential growth of the app market has taken everyone by surprise.
However, it could be ten years before that happens, and anyhow, as Razorfish points out, does it matter when the opportunities are so clearly available? Rick is the CEO and Co-Founder of eBiz ROI, Inc., a full-service digital marketing agency located in Ballston Lake, NY.
While recently looking over the MarketingSherpa 2012 Mobile Marketing Benchmark Report, I found this chart:Fast loading mobile pages should certainly be a priority, but one finding in this chart disappointed me. Look way down, close to the bottom, and see where only 11% of surveyed B2B marketers reported planning on using dynamically personalized mobile content to improve relevance and engagement. This, however, does not lock out small businesses as the cost of Mobile operation is usually minimal. Many people today will not take the time to read newspapers or other types of print so the only way to get to them is through mobile phone.
People are slowly moving away from using their PCs to browse the internet and opting for the convenience found in phones. Therefore, even more people will be glued to their mobile devices performing internet searches. Increasing profits and expanding the reach of your business can easily be accomplished by branching out into this new-age digital form of marketing. The strength of the nominees in every category has been an inspiration, and made it tougher than ever when it came to picking winners. A lot of the marketing experience has gone in the way of digital, but more recently, more mobile.
However, it requires more detailed customer targeting and service delivery in order to deliver a great customer experience they customers are mobile.

The program allows airline customers to collect frequent flyer miles, make reservations, and manage flight schedules much more easier.
Looking several years back at this case study allows us to see the brand’s approach to an extended marketing mix more clearly with greater hindsight. This extra person is there along side with the club member ready to answer his or her questions at any time.
A large contribution came from its e-mailing campaign that achieved the following results: mobile e-mail open rate of over 50%and a click-through rate of 25%. Again, we’ll use a mobile application as an example: companies need to make sure they are sending out something useful and simple to customers. Reviews will give you a general indicator on what you’re doing right and what you can do better. We’re talking about the people working on the application in addition to product and process here. Mobile applications have a convenient way for people to find physical evidence through application store ratings.
It can be used to think at a very high level as much as it can be used to analyze results in great details. In order to post comments, please make sure JavaScript and Cookies are enabled, and reload the page.
Just like Internet advertising, eyeballs equal opportunities, and opportunities for mobile are immense.
That means that a full 8% of the average American’s time is spent on mobile media consumption. As for the dynamic content case study you’ve included, I think its lacking an aspect of measure in sales, as Mana mentioned in the comments there. These changes are creating some massive enhancements, as well as positive effects on the marketing and advertising industry overall.
Today, children are receiving cell phones as gifts at very early ages, which is a sign that these devices are here to stay. Mobile products and services make servicing the customer more accessible and instantaneous. To illustrate how the extended marketing mix can apply for mobile marketing, let’s consider an example from British Airways. It’s available on the Apple App Store, Google Play Store, Windows Phone, and Blackberry App World. In addition, it segmented the campaign down to four mobile platforms: iPhones, Androids, BlackBerrys, and desktop computers making it easy for people to download the right application for the right mobile device.
Today, the British Airline Executive Club mobile application is considered to be one of the top ten airline applications. If you are considering making your own company mobile application, consider looking at tools like PhoneGap or working with a marketing agency that has deep experience in creating mobile applications. However, if you are doing something else, consider including material like case studies and customer stories on your website. As a marketing opportunity both the SMS-enabled phones and the smartphones with robust browsers and app capabilities represents a huge opportunity for marketers looking to reach into their customers pockets (literally). The dynamic content did not replace all of the newsletter content, but did place content relevant to the recipienta€™s recent online behavior in prominent positions in the email newsletter. Customers can order plane tickets anywhere without requiring access to a computer or even a phone call.
You can measure by the number of people viewing or downloading such documents with Google Analytics. They can simply get on the Internet with his or her phone and effortlessly order a ticket within minutes.

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