Friday, October 22, 2010

My big fat mobile app/from Mobile Marketer

As the marketing clock inches closer to Thanksgiving and the holidays, it seems that the rush is on to bring out yet another mobile application – which has become almost as ubiquitous as the mobile device itself.

There are roughly 250,000-plus applications in the Apple App Store, ready and waiting for download to the more than 30 million iPhone subscribers.

But it is not all about Apple.

The average Android user has, at any given moment, about 25 applications on that device, and the number of applications downloaded by any smartphone user across any platform – BlackBerry, iPhone, Android – has increased almost 23 percent since December 2009.

However you slice or dice it, that is a lot of applications.

For advertisers and marketers, that is a lot of impressions and interactions. And those, of course, are worth a lot of money.

What led me to explore the explosion of applications in this column was actually my last opinion piece, “5 arguments on why mobile is indispensable to marketing plans”.

No sooner had my column come out than a surge of mobile application developers began contacting me. Some admitted to openly copying others, and they all wanted help in promoting their next best thing.

So this trend of marketers and their client companies rushing into the mobile apposphere is hardly surprising. In fact, it is to be expected based on the above numbers. This is the future of marketing, right?

As with many trends – even viable, sustainable ones – the impulse to anoint The Next Big Thing is quite irresistible....

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