Below, we’ll discuss what mobile marketing is and why your business should focus on it, before delving into creating an effective mobile marketing platform. In short, mobile marketing is the attempt to reach potential leads and customers on mobile devices, mostly smartphones and tablets.
Once you know your goals, your audience and your options, it’s time to choose those options that best fit your needs.
If planned and executed properly, your mobile marketing platform can significantly increase your lead generation and sales. The consumption of mobile media and the integration of cross devices platform continue to grow at a phenomenal rate due to the rapid adoption of mobile and other devices. The major players include Google, Millennial Media, Apple, Jumptap, Yahoo!, Microsoft, Mojiva, InMobi, Facebook and Tapad.
The report on cross-platform and mobile advertising provides global cross platform market trends, overall adoption scenarios, competitive landscape, and key drivers and opportunities in this market. The report also focuses on various regional markets for each of the sub-segments within the cross-platform and mobile advertising market. Advertising platform types are classified into mobile advertising platform and cross-platform advertising.
Solutions are segmented into advertisement campaign solutions, content delivery solutions, integrated solutions, reporting and analytics solutions, mobile proximity solutions, and other solutions. Organization size is classified into small and medium-scale enterprises (SMEs) and enterprises.
Verticals are segmented into consumer goods, retail, and restaurants, telecom and Information Technology (IT), Banking, Financial Services, and Insurance (BFSI), media and entertainment, travel, transportation and automobile, and supply chain and logistics, healthcare, energy, power, and utilities, academia and government, and others. Geographical regions are classified into North America (NA), Europe, Asia Pacific (APAC), Middle East and Africa (MEA), and Latin America (LA). Cross-platform and mobile advertising is a type of interactive advertising and emerged as one of the important types of advertising in the digital marketing. The market incorporates various solutions such as advertisement campaign, content delivery, integrated solutions, reporting and analytics solutions, and mobile proximity solutions. The cross-platform and mobile advertising market is growing because of the development of wireless technologies, wireless devices, and smart devices for communication, entertainment, information, and shopping. Furthermore, the major vendors involved in the cross-platform and mobile advertising are Google, Facebook, AOL, SAP SE, Apple, Yahoo, and Microsoft among others. The study helps to understand the structure of the cross-platform and mobile advertising ecosystem and is intended to help publishers, advertisers, and agencies to serve their customers better.
For mobile marketing and apps development, what’s the right platform and technology choice? Here we’ve used a scatter plot to map out the different technologies and platforms available today.
Swirl Network's iBeacon Mobile Marketing Platform recently won the Most Innovative Ad Technology at the 2014 MITX Awards. Over the past couple of years, we have written often about a major long-term risk for Apple, which is the gradual loss of mobile market share to the Android platform. This trend has continued in recent months, to the point where Apple has now been reduced to a niche player in the global market.
The reason market share is important is that mobile is a "platform market." In platform markets, third-party companies build products and services on top of other companies' platforms.
Building products and services for multiple platforms is expensive, so platform markets tend to standardize around a single leading platform. The PC software market is (or was) a platform market, and we saw how powerful that eventually made Microsoft back in the 1990s. Facebook and Twitter are platforms, and we're seeing how powerful those companies are becoming. Horace Dediu, AsymcoThis chart from Asymco shows how "Wintel's" market share has been eroded over the past 10 years.
Importantly, the reason market share is important in a platform market has nothing to do with "current profit share."A  When confronted with Apple's declining market share, Apple fans often snort that Apple doesn't care about market share--it cares about profit share--and obviously Apple is cleaning up on that score.
Right now, the smartphone and tablet markets are growing so quickly that relative market share isn't an issue. The risk is that, ultimately, the mobile market will see a repeat of the history of the PC market, in which Apple went from being the dominant innovator to a marginalized niche player.
Android and Apple continue to dominate the global mobile market, but Apple is losing (relative) share fast. According to a recent IDC report, these two platforms now have a staggering 90% of global market share, while everyone else is down to 10%. Both Android and Apple are also still gaining share, while every other platform is losing it.
In the third quarter, IDC reports, Android sales accounted for a staggering 75% of the smartphone market. ComscoreUS mobile platform share, September 2012.In the US, Apple's market share is stronger.
All of these gains have come from the collapse of other platforms, namely RIM, Microsoft, and Palm, which, collectively, have collapsed from 49% of the market to 13% of the market. Apple will likely see a temporary surge in market share in the fourth quarter, on the strength of the iPhone 5. Barring a significant change in product strategy, Apple's relative market share will continue to drop. Each of these points has some validity, so let's take them one at a time, starting with the differences between the PC market and the mobile market. The biggest and most important difference between the PC market of the 1990s and the mobile market today is that many of the most common smartphone "apps" are available on all phones, regardless of platform. What this means is that you're going to get most of your smartphone functionality regardless of which platform you use. In the PC market, meanwhile, you couldn't really do anything with a PC unless you had apps (for most people, the hardware and operating system itself was useless--like owning a car without gas or a flashlight without batteries). The "platform" component of the mobile market is certainly less important than it was in the pre-Internet PC market, but it's still important. The second knock against Android is that its highly fragmented, with many versions of the operating system and most gadget makers and carriers customizing each version in some fashion.
But most Android apps do run on most Android gadgets, the same way that most PC software is compatible with most Windows PCs.
The next point that Apple fans make is that Apple doesn't care about the Great Unwashed Smartphone Buyers who will buy any old thing as long as it's cheap--a segment of the market that, Apple fans correctly observe, accounts for a big percentage of Android's market share gains.
AsymcoApple owns most industry profits--for now.Furthermore, from a platform perspective, most developers won't care whether the gadget their app runs on is a "premium" gadget or a mass-market gadget. This argument also ignores the fact that Android is doing increasingly well in the high end of the market, too. One of the reasons Apple has done so well over the past several years is that it learned a critical lesson from its 1990s debacle. But this is becoming increasingly difficult as Apple's advantage in the "premium" market narrows and massive competitors like Amazon and Google compete aggressively on price.
As the mobile gadget market continues to mature, Apple will not be able to maintain both its market share and its profit margin. Another valid point Apple fans make is that Apple's App Store and iTunes are much better than the Android alternatives, which, again, are fragmented and less convenient.
The last big knock against Android as a competitive threat is that developers make much more money creating apps for Apple platforms than they do for Android platforms (See Slide 17).
And Apple is still being extraordinarily greedy when it comes to taking distribution fees--demanding a 30% cut of everything it sells. The bottom line is that market share matters in platform markets, and Apple is losing share.
With each year that goes by, moreover, the competitive advantage that Apple has with its gadgets and ecosystem is continuing to narrow. As the market matures, Apple will not be able to protect both its market share and its profit margin--it will be forced to choose between one or the other. Unfortunately, protecting market share will almost certainly mean that Apple's extraordinary profit margin will drop in the coming years, probably significantly. That outcome would be much better than the outcome of the late 1980s and early 1990s, in which Apple's loss of the platform war left marginalized and nearly bankrupt.
Today’s tech savvy customers demand the ability to interact with brands through their mobile devices and companies have discovered the efficiencies that enterprise mobile applications can bring to their workforce.


A shrinking number of organizations are able to concentrate on creating apps for one mobile operating system only, but most need to develop apps for a myriad of mobile devices and platforms that were never intended to interact with existing enterprise systems or each other.
Cross-platform mobile development frameworks reduce development time and expense by allowing developers to write code once and compile to all of the major mobile platforms. Though each brand is different, there are some common advantages to cross-platform frameworks as well as common challenges when working with them. Unless something disrupts the market, cross-platform frameworks for mobile development will continue to grow as both open source projects and a big business. Mobile marketing is the way of the future and Auto Recruiting Platform is going to explode and take over this highly-targeted way of communicating with prospects. If you haven’t gotten on the mobile marketing train yet, it’s time that you do or you’ll be left behind. What I love about Auto Recruiting Platform is that once a person enters his or her cell phone number into your capture page, that person’s number is cookie’d to your account for life.  Gotcha!  That’s something that’s easily avoidable with an email campaign. Options include SMS, in-app advertising, creating your own app or game, making your website responsive, targeting based on geographic location, QR codes to guide your audience to the web, and much more. It’s important to attach a timeline and specific, measurable numbers to these goals, such as an improved conversion percentage or total sales number. After the set timeframe, evaluate whether your platform reached its goals and what can be done to improve it. To learn more about our rules surrounding the content on this site, visit our content usage guidelines page.
The next level of advertising is cross-platform advertising that targets on reaching audiences on their desktops and follow them to their smartphones, tablets, and other mobile devices. Some of these players provide cross-platform and mobile advertising platform and some focuses only on mobile advertising. It aims at estimating the current market size and the future growth potential of this market across verticals and regions based on various types of advertising and devices.
The major geographical regions include North America (NA), Europe, Latin America, Asia Pacific (APAC), and Middle East and Africa (MEA). The consumer goods, retail, and restaurants sector is implementing cross-platform and mobile advertising solutions in their marketing strategy to engage their customers more on their personal as well as other mobile devices. The key strategies used by these vendors include partnerships and acquisitions to increase their market share and reach in the global cross platform and mobile advertising market.
Here we look at some of the options and thing about the audience reach and the technical complexity.
Through a smart bluetooth device, Swirl's indoor positioning broadcasting devices offer a new level of location tracking to any mobile app. And the more Apple should consider making a subtle but important shift to its product and pricing strategy.
As they do, the underlying platforms become more valuable and have greater customer lock-in. As they do so, the power and value of the leading platform increases, and the value of the smaller platforms collapses.
No wonder Microsoft's stock has been flat.Mobile is a platform market, and at least in these early days, this has helped make Apple the most profitable and valuable company in the world. What this conclusion misses is that, in a platform market, having dominant market share is critical to maintaining long-term profit share. But at least in some regions, the market is maturing more rapidly than most people realize. According to Comscore, Android had 53% of the market in September, as compared to Apple's 34%.
Combined, Apple and Android now have an 87% share of the US market, about the same as their 90% share internationally.
For a PC to be useful, you needed apps, and after Microsoft began to dominate market share, most apps were built for Microsoft first and Apple as an afterthought.
But if Android's market share continues to increase, and Android solves a few problems that continue to plague its value as a platform, the incentives for developers will begin to change. This, combined with Google's inability to update all Android phones to the latest version of the software at the same time, is indeed a disadvantage when it comes to competing against the unified Apple platform.
But most of them run most Android apps.Android's fragmentation means that some new apps don't run on older gadgets. And Google is getting more and more strict about Android licensing terms, which will increasingly limit the amount of customization gadget makers and carriers can do to the platform. But it's a huge stretch to dismiss Android by saying it is "many platforms." And the Android platform is becoming more unified all the time. The next 6 billion people who get them are going to be increasingly price sensitive--because they don't have much money. They'll simply care that they can reach a lot more potential customers on one platform versus the other. It would also mean possibly threatening the immense per-gadget profit Apple's makes on its top-of-the-line gadgets. Specifically, it learned how hard it was to maintain "premium pricing" in a mass platform market (In the old PC market, Apple's products were always more expensive than Wintel PCs). Thanks to its extraordinary efficiency, Apple has also been able to maintain these prices and a gargantuan profit margin while also offering the best products in the market. And if it chooses to protect the latter, which it appears to be doing, it will risk losing even more of the former. And with Amazon now a big player in tablets and likely to be a player in smartphones, there may soon be a competitor whose ecosystem is even more impressive and convenient than Apple's, at least for content. Its lead is narrowing, and it doesn't have such a huge installed market share of users that it will be able to fight off competitors because of inertia alone. For now.One of the reasons for this has been Android's kludgy and fragmented payment systems--iTunes and the App Store are just easier. Android users have tended to be bleeding-edge tech folks who think everything should be free, or mass-market consumers who don't have the time, interest, or money to spend a lot on apps. Apple is obviously entitled to charge whatever it wants, but as Android becomes a more viable option, it's hard to see why developers won't celebrate its lower fees.
And given the importance of market share in a platform market, the smart strategic decision is almost certainly to protect market share. But it's not an outcome that will please short-term Apple shareholders who are focused on the company's profit margin. The shift to mobility everywhere, for everything, means that a solid mobile strategy is a priority for most organizations in 2013. However, each framework has its own learning curve and level of how closely it mimics creating 100% native applications. Instead of requiring server-side developers to build out back-end services, some of the frameworks offer tools for integrating to cloud services and even offer Mobile Backend as a Service (MBaaS). Interacting with certain device’s hardware and applications are not available dependent upon the cross-platform framework being used. When certain cross-platform tools convert scripting languages to native code, input can be different than output. Therefore, if something is changed in the official SDK for an OS, it may cause errors with the cross development platform until its SDK is updated as well. The quality of your end-result will be limited to the quality of the tool you are using and the developer’s familiarity with it. Certain projects and development teams are a great fit for using cross-platform development tools to save time and budget. The use of mobile applications offers marketers new and more profitable opportunities to market their products and services without the geographic boundaries. While these can still be a part of your platform, the possibilities are now almost endless – from mobile-optimized websites, apps and in-game ads to location-based targeting, QR codes and mobile search ads. This year, mobile internet usage surpassed desktop internet usage for the first time, and that trend is expected to continue.
By now, you should know more about your audience and the intricacies of the various options, allowing you to improve your platform for the next round. The market for mobile advertising and cross platform advertising is doubling Year–On-Year (Y-O-Y) and the growth of smartphone usage is expected to drive mobile advertising market in the coming years. At present, the mobile advertising is one of the fastest growing markets due the evolution of new technologies such as 3G and 4 G and increase in the usage of smartphones and tablets among users, which further increase the penetration of internet across the globe. These advertisements help SMEs and Enterprises to target their consumers at any time from any location.


Initially, they target their customers on personal devices and then again they retarget them on Personal Computers (PCs), laptops, and smart TVs through cross-platform advertising. The beacon technology-powered platform was recognized for its approach to mobile advertising and consumer engagement. The marketing console allows for administration, analytics and reporting, beacon and campaign management.
And as Apple's market share shrinks, its power and value as a development platform also diminishes, at least relative to that of the market leader. All this began to change when the Internet arrived and some apps and services began to live in the cloud.
And one of the biggest selling points for Apple's platform is Apple "ecosystem" of content, apps, and integrated services, as well as the way that Apple products tend to work well together. Apple's refusal to offer a truly cheap smartphone is one of the reasons that Apple is struggling in countries like India--a huge market, but one in which buyers are very price sensitive. If the iPhone 5 really is still "better" than, say, Samsung's Galaxy S3, it's not much better. In this case, Apple is clearly trying to protect its profit margin rather than driving for more market share. And if Apple tries to protect its profit margin by holding fast on price, it may drive some of these developers away.
The less time a developer has to spend researching or rewriting code for each device, the less time and budget it should take to complete the project. This can be a valuable tool when there is not a multidisciplinary team available to support mobile development within an organization. However, extra attention is needed when creating customer facing and mission critical applications to ensure the tools do not limit the success of the end result. Whether you are a small local business, you can now reach customers across the globe through the mobile marketing for business. B2C marketers have noticed this increasing prevalence of smartphones, and adjusted their platform to include mobile marketing components.
This report outlines the global spending on mobile as well as cross-platform advertising’s (ads) revenue distribution pattern of different types of channels. The cross-platform advertising is an emerging concept and it is the buzz word in digital marketing.
Consumers prefer these types of advertisings because these mediums are more specific, personal, and target oriented that give positive results for ad campaigns. Besides consumer goods, retail, and restaurants vertical, this market also has huge growth potential in Healthcare, media and entertainment, travel, transportation, and automobile, BFSI, and Telecom and Its. Meanwhile Swirl's Mobile Client SDK transforms an existing retail app for a more engaging in-store shopping experience while allowing publishers and lifestyle brands to generate revenue.
After that, the importance of the operating system ("platform") on the PC began to erode, which, ironically, opened the door for Apple's comeback.
As cheap Android-based gadgets get better, and high end Android gadgets continue to close the gap, Apple will face increasing price pressure. Yes, there are also lower end and mid-range Android phones, but one cannot say that as a whole iOS and iPhones are a premium segment. Extra time may need to be spent debugging and testing if using a cross-platform development tool to make sure that the app is ready for each device.
The advent of mobile technology introduces a more innovative way by which businesses are able to market their products and interact with customers through the mobile platform.Why your business should be optimized for mobile marketing Small to large business firms are making their business more mobile marketing savvy because of the growing potential of expanding their market reach. This report also provides a complete analysis of all vendors within the mobile advertising and cross-platform advertising ecosystem. Users are depending on multiscreen for online shopping; most of them are spending their media time on computer, laptops, smartphones, tablets, and smart TVs.
And if the company insists on protecting its profit margins at the expense of market share, it will risk losing even more of the latter. If you’re looking to reach your audience where they spend their time and are most comfortable, mobile marketing is the way to go. Using the mobile platform, it is possible to expand the transaction volume of your business. It helps advertisers to retarget their customers on multiple devices through similar advertisement. Mobile marketing allows you to connect to more potential customers through the digital world of marketing.
Mobile apps can push notifications to your target customers regarding new product announcements or promos available for your business. Big data infused to mobile marketing strategy can help businesses to improve building a more engaging customer experience and to deliver more relevant products and services. The majority of the mobile devices today use the internet technology for searching products and services.
Obtaining mobile data can help you track down product search and shopping patterns of your customers. There are new agile mobile platforms where developers can create more intuitive mobile applications to optimize business collaboration and engagement with third party services to optimize business performance.
The API allows business owners to use the services of a third party for more efficient business transactions.
Because of the constantly evolving trends that change the online shopping needs of the consumers, using a flexible mobile platform is crucial to your business. Among the characteristics of a good mobile platform includes support for web with the capability of becoming operative in different mobile ecosystems like HTML5, JavaScript, CSS and other hybrids of native mobile platforms. Some companies may need to create their own mobile app solutions to enhance the mobile shopping experience of their customers.
About 80% of internet users access online using their mobile devices. Business firms are now getting more inclined to penetrate the mobile marketplace to cover as much market as they can for a profitable business.
Choosing which mobile platform to launch for your business is a consideration that you have to take. Here are some of the important determinants when choosing them.Identify your marketing goalMobile applications for business can serve different purposes such as increasing revenues and enhancing the online visibility of your business. Research studies show, for instance, that iOS users tend to purchase more online than the Android users.
If you are targeting an increase of business revenues, launching your business on the iOS mobile platform sounds more reasonable. However, the Android platform supports more devices which offer a better opportunity for launching a brand awareness campaign for your business.Know your target customersWhen choosing the right and ideal mobile platform for your business, knowing your customer profile is crucial. The location of your target consumers matters, as it will tell you what mobile devices are widely used within a particular geography. If you cater to the European market, for instance, you will tend to cover more mobile users in the Android platform.
Understanding the shopping behavior and browsing habits of your target customers is likewise important. This will help you determine what mobile app design to use to enhance their mobile shopping experience.Using a cross platform to support web browsingChoosing a mobile platform that can support cross platform browsing is essential.
There are different types of mobile devices that the consumers are using these days for shopping.
It will be disastrous when you choose a platform that supports a single operating system as it can prevent you from reaching out to a wider mobile marketplace.
App rejection is a potential problem, which you need to consider as it limits your market coverage. Using the HTML5 supported app performs better across various mobile platforms supporting the web standards.
Our services include IT consulting, marketing analytics, social media marketing, search engine optimization and web design and development that help small businesses grow their market in the digital marketplace. I have complied a simple set of information, templates and tools that you can use to consistently generate thousands of dollars.



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Comments to «Mobile marketing platform software raid»

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