Wednesday, October 5, 2011

What's Better than a $1.23 Billion Marketing Spend, a $1.8 Billion Spend

Mobile marketing spend is continuing to grow and is expected to jump to $1.23 billion by the end of the year, 2011. That puts the current spend above last year's projections of $1.1 billion. Sounds like another projection of a projection which can only be expected. But, there are many indicators that could facilitate the authors estimate, that the most recent estimation is valid. The good news continues as the next prediction points to $1.8 billion spend by the end of 2012.



Consider the recent comments from Facebook's Mobile Chief Erick Tseng suggesting Facebook will be a mobile site very soon. Tseng said Facebook expects to "be mobile" within the next few years. New growth markets that Facebook will be targeting tend to use mobile devices instead of laptops or desktop PCs. The primary mobile user growth markets are located within Africa and Asia. As of late, anything Facebook thinks is a good idea seems to be what everyone else follows.

Are You Marketing to Mobile Devices?

Should you include mobile marketing in your integrated campaign? Absolutely! But of course economies of scale will dictate the level of commitment based on your organizations market analysis findings. Understanding where and how your customers work and play will clarify how mobile marketing may require a percentage of your marketing dollars. You may not be targeting the markets in Africa or Asia right now, but your customers are very likely to be connected in ways you have yet to consider in the local mobile distribution networks.

Being an early adopter of mobile advertising makes obvious sense for some industries such as entertainment and hospitality. Locating a nearby diner, theater, club or coffee house is a functional use many safely employ while driving around and meeting friends. There are many services that are connected to these industries and soon you can imagine how your business could benefit from mobile marketing.

If you haven't added this facet to your marketing campaigns you need to slowly integrate. Determine the target areas and start off with a mixture of techniques to get an idea of how the mobile ecosystem works. If the mobile market expands as many, including myself, believe it will then you owe it to your firm and yourself to commit to this marketing segment.

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