Srilatha Marru (Finelight Web Developer) recently posted an article from Mashable.com in Facebook with interesting statistics of smartphone sales. The headline reads, “Smart phones Are Selling Like Crazy”. Citing data from market research firm IDC, the article states vendors shipped 54 million smartphone devices in the fourth quarter of 2009, representing a 39% increase compared to the same time period in 2008. This is good news for brands as it has sparked growth in the mobile advertising industry. Digital media buyers now have viable, mobile media strategy for their tool kit.
Until recently, the media industry had taken a watch and wait approach to mobile advertising. We understood the ubiquitous nature of the device. In fact, we’ve been chomping at the bit to tap into its reach. And it’s not just reach that makes mobile an attractive medium. The attachment we have with our mobile device−always on, always nearby− is what we truly covet. It’s human nature to trust those things on which we depend. Trust moves the consumer to choose our brand over the competition. Mobile ostensibly offers an expeditious path to trust. There is an abundance of demographic data available on mobile users which can be leveraged to engage the best prospects with relevant content. Trust follows relevance.
The industry has needed a lightning rod to ignite digital media buyers to action. Smartphone’s strides in functionality, information sharing, faster access to email and the internet coupled with rapid market growth are accelerating the maturity cycle and allowing mobile to emerge as an effective medium. Google’s acquisition of AdMob and Apple’s purchase of Quattro Wireless will help those companies meet the demand for display advertising. Publishers have taken notice, are signing up to them and creating new inventory. Brands should follow suit by optimizing their websites for a mobile browser.
A mobile campaign in Adwords is a simple way to learn basics, manipulate variables and analyze results in a controlled setting. From there explore the diverse capabilities available from AdMob, Quattro Wireless, 12Snap and Proximity Blue. Check out this demo from Jag Tag for an innovative strategy that is capable of delivering audio, video and pictures to a mass mobile audience. The artistic, 2D barcode works on every camera and wireless network to reach 90% of all mobile users. http://www.jagtag.com/jagtag-demo.
Whether the best path to the prospect is connecting them to your mobile website or serving digital content through SMS, effective mobile strategies exist and more are being tested every day. It’s a really fun time to think creatively about a digital strategy that includes mobile. The data is present to support it in the mix. Brands are ready and willing to test it. The industry, buoyed by dramatic increases in smartphone sales is meeting expectations. By funding a mobile strategy now, you’ll reward clients with positive return on investment in a medium in which the early adoptors are experiencing impressive results.
