Monday, February 14, 2011

Clamor for mobile marketing begins - from Mobile Marketer

Six weeks into 2011 and it is very clear that the high-stakes sprint to do all things mobile is off and running in an immense way.

If 2010 was a marathon, a long endurance race with only a few winners making it to the finish line, this year’s starting block includes marketers of every size and liquidity – aggregators, developers, networks, agencies, location-services and chancers – all clamoring to get to the front of the line.

My question is this: What took you all so long?

The short answer is a combination of marketers’ aversion to risk and a bit of follow-the-herd mentality thrown in.

While the traders over on Wall Street took risks aplenty with our money, marketers, it seems, were waiting for others to take the first few giant steps.

The long answer, below, is, well, long.

Adding new dimensions to mobile
Last year clearly demonstrated that mobile marketing was no longer a one-horse or single-dimensional player. It began to, and now is, playing a significant role in many multichannel campaigns, fundamentally reshaping the dynamics of interactive marketing in the process.

Here are some recent numbers if you do not believe me:

- Mobile marketing spend will top $1 billion in 2011, according to Forrester Research

- Nearly half of smartphone users say they have already, or soon will, use their phones to do mobile shopping. Fifty-three percent also use, or intend to use, their smartphones for mobile banking, per ABI Research

- There will be an estimated 1.8 billion Internet-enabled mobile phones in use around the world by 2013, and 91 percent of all U.S. consumers already own and use a mobile device, according to Modus Associates

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