Mobile Internet Marketing Will

 Continue To Be A Multi-Billion

Dollar Business An 2012


Owners of online businesses are urged to avoid missing out on one of the greatest internet marketing opportunities ever. It is estimated that around 37 million people in the United States will purchase goods or services from a website through their mobile phone.



Online businesses trying to increase their revenues need to improve their internet marketing drive according to recent statistics which sees a huge rise in the number of people who use the internet on their mobile phones. It is estimated that there will be 114 million mobile internet users in the United States alone in 2012. The rate of Smartphone use will also increase by more than 18% to 106 million.


Such an increase in mobile internet usage presents online businesses with a remarkable internet marketing opportunity. Unfortunately, many companies will fail to correctly use the necessary search engine optimization techniques which would land them increased sales. 


One of the most important aspects of internet marketing is use of the correct SEO services. This has never been clearer than in the modern era and the increased use of mobile internet for online purchases. The days of the consumer only buying goods and services from a website while at home are gone. It is believed that around 72 million Americans will use mobile internet to shop for goods. More than half of these browsers will become active buyers which equals a great selling opportunity for websites that are properly optimized.


There is a world of difference between selling goods from a website to be viewed from a laptop and one which will be seen through the smaller screen of a mobile phone.


By SB Wire








The Future Of Mobile Commerce





          Mobile is changing the way we sell and buy and it is becoming increasingly central to consumers’ lives. They expect to access information, services and communicate 24/7. With this in mind, what else do more than 50 million people have with them all the time that could be useful for this? The answer is the mobile phone.



Next time you are out shopping, think about how you use your mobile phone. Most consumers use their mobile for a host of different things – compare shopping with friends, take pictures of product and also share new purchases on social networking pages.



The modern consumer is technology savvy and fully embraces new and relevant innovations and products that enter the market. The problem is that the consumer tech market is saturated with ideas, gadgets, Apps and endless product upgrades, meaning that it can be difficult for retailers and consumers to see the wood from the trees when it comes to which are useful, practical and will actually enhance their shopping experience.



Today’s multi-channel market (online, mobile, in-store, voice etc) presents massive opportunities and providing integrated cross-channel strategies that add real value to customers. Solutions that are easy to use create a coherent experience and connect on a one-to-one basis more than ever before. And the mobile needs to be central to this strategy, closing the 360 marketing circle, engaging with the customer and capturing the need there and then. Every channel has a specific role and the brands that are leading the way in multi-channel customer engagement are the ones that have figured out how to best maximise these touch-points in different ways.




Mobile commerce (m-commerce) is fast becoming a hot topic of interest for retailers due to the recent explosion of mobile apps into the market and the extending capability of handsets. M-commerce is the equivalent to e-commerce but conducted through mobile devices including smart phones, non-smart phones, tablets and notebooks. It covers everything where products/services can be bought via a mobile.



M-commerce is already transforming the mobile into a personal trusted device from which customers can reliably and securely conduct transactions such as banking, payment and ticketing – irrespective of time and place. This will transform everyday life, giving users total freedom. With the unique advantages of mobility, availability and personalisation, mobile commerce will add a powerful new dimension to customer service and be a source of substantial new revenue and place the mobile firmly at the centre of consumers’ lives.



So it is no wonder that mobile commerce is fast becoming the channel of choice as it adds another dimension to shopping on a whim. Online shopping requires less commitment than venturing onto the high street, but mobile takes that a step further and enables customers to act on an impulse to buy as soon as they feel it, wherever and whenever, and without the need for a computer or even mobile internet access. It can all be done through a simple text message.



The outlook for 2012

Today, at the end of 2011, over half of all mobile phones in use by customers in the US are smartphones. The UK is hot on its heels. As smartphones continue their huge consumer adoption rate and consumers use the mobile web with increasing frequency, mobile commerce will continue its impressive growth in 2012. Consumers expect the mobile web experience to be as good as the traditional web, but with additional features that maximise the capabilities of their phones such as location-aware services.



Android will likely jump to 50 percent market share in 2012. Apple will continue to grow and lead the market with innovation. SMS will continue to be the driving force in non-voice communication and will also facilitate m-commerce.



By  Ellis-Brown

























Mobile Marketing Association Surveys Brands & Agencies









This year we have witnessed a seismic shift in how brands and agencies wield the power of mobile to deliver effective advertising, engage with consumers every stage of their daily journey and —ultimately — achieve business objectives that go beyond brand promotion and awareness to encourage commerce and continued customer loyalty.



The drivers are many and the impact is tremendous. The rise (and rise) of mobile retail, the advance of smartphones and connected devices, and the heightened interest among companies across all verticals (retail, automotive, finance, pharmaceutical — the works!) make it imperative for us as an industry and ecosystem to ask (and answer!) some tough questions.



How big is the opportunity really, and what are the countries/ regions to watch? What are people’s attitudes toward mobile and mobile advertising, and how are they likely to evolve? Where should mobile play in a well-executed, cross-media campaign? How are leading brands using mobile to achieve spectacular results, and what were the learnings along the way? And the list goes on.



The trends and developments on the horizon are exciting — and confusing. Brands, agencies and the entire mobile marketing ecosystem must plan for a new phase of growth and activity. And they must prepare for the wave of change, rather than be crushed by it.



Stand up and speak up

The Mobile Marketing Association (MMA) is collaborating  to research and produce a comprehensive knowledge resource. This definitive work —which will include detailed market data, case studies, best practices and exclusive insights from executives and companies that have harnessed mobile to drive positive business results — is slated for release in 2012.



To ensure that this resource examines the topics and trends that are truly top of mind and correctly reflects the level of interest, activity and investment in mobile marketing the MMA is also conducting a global survey of agencies and brands .


By Peggy Anne Salz




























Companies Putting More Money On Mobile Marketing



Integrated marketing campaigns that incorporate a smartphone aspect may become a more common occurrence in 2012, as a study from AT&T found ad agencies and brands will be spending more on mobile marketing programs.




“With the growing popularity of smartphones and the increasing dependence on mobile devices, it’s only natural that marketing executives want to turn up the volume on their mobile strategies next year,” said Chris Hill, vice president of advanced mobility solutions for AT&T Business Solutions.




The study indicates that 43 percent of mobile marketing programs will include a mobile app element in the next year, while 41 percent will have a mobile barcode and 40 percent will feature banner ads. Additionally, 34 percent of campaigns will have SMS messages, 35 percent will include the mobile web and 17 percent will offer a digital signage component.




The success of mobile strategies may also depend on where the programs are launched, as a study from the Interactive Advertising Bureau showed that some cities are more “mobile shopping savvy” than others. Houston, New York and Atlanta were the top three cities, respectively.




It is said that marketers have a great chance in “delivering relevant messages to consumers as they are in shopping mode.”




















Mobile Marketing Ready To Rocket





Mobile  marketing is poised for dramatic growth in 2012, according to a  survey  of 501 marketing and advertising executives by AT&T, which predicts  that much of the growth will be driven by smartphone applications and mobile   bar codes.




Separately, a study from ReturnPath found big increases in  email open rates  on mobile devices, suggesting an emerging area of  opportunity for email  marketers.




The  AT&T survey of marketing and advertising executives found that 88%  of  respondents expect their mobile marketing program to increase over the  next  year, with 43% saying they expect more mobile apps, 41% pointing to  mobile  barcodes, and 40% saying they anticipate more mobile banner ads. Mobile Web came  next at  35%, followed by SMS messages, cited by 34% of respondents.




Overall,  66% of respondents said they expect mobile barcodes to be the main   driver of mobile marketing innovation over the next year. However,  security and  cost remain important issues when mobile marketers consider  using mobile  barcodes.




The  ReturnPath survey found that the volume of email accessed via mobile   devices increased 34% in the six-month period from April-September 2011   compared to the preceding six-month period. Over this period, the volume  of  email opened via iPads surged 73%.




One of the most popular times for accessing email via mobile devices  was  over the weekend, when users are away from workplace laptops and  PCs.  Conversely, the volume of email accessed via mobile drops sharply  on Mondays,  when workers return to the workplace.




By Erik Sass
























Mobile Marketing Alert: Smartphone Sales Continue

Upward Trend



Market research firm Gartner recently reported the global smartphone market has continued its upward trend, which provides greater impetus for marketers to adjust campaigns for the mobile web.



Global smartphone sales grew 5.6 percent in the third quarter compared to the same time period last year, market research firm Gartner said in a release on Wednesday. While less capable feature phones are still selling well, the continued growth of smartphones demonstrates the ultimate value of a well integrated web marketing campaign.



Smartphones allow users to access essentially the same services they use on a desktop PC from their handset. It’s becoming increasingly critical for businesses, especially those targeting professionals and enterprise clients, to make their products or services available on mobile devices. Whether this happens with an application or a fully functioning mobile website, it’s critical that businesses ensure their technology is available to mobile users.



Mobile search’s growth has continued as smartphones become more popular. Targeting smartphone users with integrated web marketing campaigns will help draw mobile traffic and increase overall conversions.



For example, Brafton reported in October that more than 70 million Americans access social media applications from their mobile devices. Sharing links to original content on Twitter or Facebook will allow companies to reach potential prospects on the go. From there, engaging posts will likely result in more traffic to the website, which is a step toward greater conversions.



By Brafton News






























































Mobile Marketing – The Future





Mobile Marketing – The Holy Grail Of Advertising?

Let us just start this piece by saying that we all know where mobile is going, and the answer is of course everywhere.



True to it’s meaning, “mobile” is becoming so ubiquitous that many companies who have not actively engaged in looking at mobile marketing options do so with a genuine reason to be concerned. One can assume that competitors of your own will be looking at options to capitalise on getting messages across on devices that are so commonly used that they are fast becoming a main drainer on internet data activity.



So, similar to how web marketing was seen around 15 years ago, we are all in agreement that this is the next logical medium for brands and companies and individuals to utilise, the question is what ways will this new medium prove to be a success and what avenues do we need to go down to prove them to be less desirable as a means of marketing to a mass audience.



Mobile marketing looks different?

But is mobile marketing the same as what we are used to or are other opportunities that come under the umbrella of marketing really where mobile is heading?



Unique challenges to mobile marketing:

Similar to the problems early internet marketeers faced with various browsers. The new frontier of mobile marketing is presented with similar issues, mainly O/S choices, Android, Apple, Blackberry etc, and device specific challenges such as smartphones or tablets.



With mobile being much more of a personalised device than the PC ever was or will be, we must now learn how much we can push our own brands onto individuals in order to provide gentle persuasion tactics or indeed give stuff away for free to benefit from simple results.



The people – they love free(mium):

Currently, in my own opinion, traditional advertising campaigns should use the “freemium” model as they are the best way to gain traction for plain and simple communication and message sharing. It is currently what can be given away for free that will prove to be the best marketing success on mobile devices, we already see this in the mobile application market, where we can get either scaled down versions of games or applications or advertising backed apps with a choice of removing these if you buy the full price version.



With user numbers rising to unprecedented levels in such a short period of time, it is clear that tablets and smartphones will dominate our everyday use as time goes by, eclipsing the PC for most mundane tasks and everyday communication with the Internet.



Creative uses of apps that help marketing efforts:

The future of mobile marketing though looks like it will be the creative use of applications that mobile devices can utilise that will be the main reason that brands start to set aside more and more time and resources to mobile technology and its ability to communicate in such a unique and thoroughly modern way.



If we can take our minds out of traditional “eyeball” mentality and numbers, then mobile marketing starts to look a bit different, yes the same principles are there but the medium changes quite a bit, and done well, is much more powerful.



By Mobile Enquirer





























3 Mobile Marketing Blunders To Avoid



Mobile marketing has presented absolute business opportunities never apparent  before. You can text lunch coupons at 11:30 am and this transforms your often  empty restaurant full at lunchtime. An academy can send parents an emergency  text and within minutes students are evacuated. You can conduct a poll in  real-time and get the position of Radio listeners on amusing issues in seconds.  However, as abundant there are opportunities to use this form of marketing, a  few marketers make glaring gaffes.




1. Dwelling on irrelevancy


When you text inappropriate, extraneous or untargeted messages, you risk  alienating yourself from consumers. Never be tempted to send what you don’t  think is your absolute best. SMS marketing is personal and consumers consider an  assault of privacy when messages are inappropriate. In fact, 64% of consumers  said in a survey that ads that are immaterial are irritating. So, to avoid being  blacklisted by your clients, send the right message at the right time to the  right people. For instance, sending a $5000 dinner invitation to college  students is not right. On the other hand, having teenagers receive text messages to  alert them about a couple’s only dinner offer is wrong.




2. Failing to get opt in before blasting your messages


Penalties for spamming are punitive. Just one message can cost you $16,000 in  fines. However, I am still amazed at the number of marketers who send  unsolicited messages. Please don’t get into your clients nerves by sending them  what they have not subscribed for. In addition, give clear unsubscribed  instructions. And when one desires to opt out do not levy charges or make it  make unnecessarily hard to do so. Process unsubscribe orders promptly and  courteously. There is nothing personal about it.




3. Poor timing


Some people have experienced SMS open rates of 97%. Research has consistently  shown that mobile device owners have their phones within arms reach 24 hours a  day. Surveys do indicate that an average message is read within 4 minutes. That  does not give you a ticket to sending messages any time of day or night. It is  irritating to get a text messages at 3:00 am, inviting you to a sale. It is  equally annoying to receive Christmas offer message on January 5th.. In  addition, sending messages for local offers to people out of state is  inappropriate. The best way to avoid this is to be alert and be close to your  customers. To be closer to your customers is when you know more details than  just their first names and mobile numbers.































Text Message Marketing Drives Auto Accessory

Sales For Auto Accessory Warehouse





Auto Accessory Warehouse, a San Bernardino, California retailer of auto accessories, has found success with text message marketing to increase sales.  In fact, its initial text message marketing promotion resulted in over $5000 in new sales for an investment of less than $175 in text message advertising.


Auto Accessory Warehouse has found success with text message marketing to its opt-in database of previous customers.  Its initial text message marketing promotion resulted in an astonishing 2800% ROI.



Mike Kazi is the owner of Auto Accessory Warehouse.  Kazi was looking for a new medium of advertising given that his print media and radio advertising were not generating the kind of results recently that he had hoped.  He found that advertising jewel with text message marketing and chose to work with a marketing company.



Auto Accessory Warehouse did a broadcast text message program to its opt-in database of about 4400 customers.  The initial offer was for a special window tinting service.  Kazi wasn’t sure that his Fall promotion would be successful since window tinting is usually a product that is purchased in the Spring and Summer, but he went ahead with it anyway.



The text message promotion resulted in over 20 sales of the window tinting special.  Many customers also made other purchases in addition to the window tinting.  Auto Accessory Warehouse’s final sales were over $5000 directly from the text message promotion.  His investment to send the text messages was a mere $175.



“We sent out our first broadcast and our phones were just ringing off the hook,” said Kazi.  “They came for other stuff too like wheels and tires.  We even sold somebody an Alpine navigation system.”



Not surprisingly, Kazi and Auto Accessory Warehouse are hooked.  It plans to continue to use text message marketing for special offers about once or twice per month.  It also plans to offer non-selling automotive tips to its customers since most of his customers are passionate about cars.  Kazi recognizes that for text message marketing to be effective it must be used prudently since customers can opt-out of his text message alerts at any time.



Auto Accessory Warehouse is also planning to expand into other forms of mobile marketing and is considering developing an app, a mobile web site, and using QR Codes, but text message marketing will likely continue to be at the core of its promotions.



“I don’t know if there’s a better way to get a message across,” said Kazi, “because everybody is using cell phones these days.”



Auto Accessory Warehouse is a San Bernardino, California retailer of auto accessories, including wheels and tires, grills, lighting, navigation systems, security systems, audio and video, and window tinting.  It has been in business since 1999 and is located at 327 East Redlands Blvd. in San Bernardino.


By PR Web












Mobile Marketing Canada Revenues Expected To Reach $82



Revenues from mobile marketing Canada services are expected to reach an astounding $82 million in 2011. To put things in perspective, that’s a 93 PERCENT growth since 2010! Mobile marketing in Canada has grown like a monster this year, but the companies using the mobile marketing platform are being especially sensitive about what messages they send and to whom. Everyone is aware that there is such a thing as “too much of a good thing.” They don’t want to irk subscribers who may opt out of the promotions. With programs like AvidMobile’s mobile marketing Canada white label reseller, companies can use smart infrastructure to create different subscriber lists and customize message recipients.



Mobile Marketing Canada In 2010

Last year, advertisers earned $52 million from text marketing campaigns, according to the Interactive Advertising Bureau of Canada. Researchers added that revenues from mobile search ($17.1 million) and sponsorship ($15.6 million) grew at a rate of 105 percent year-over-year. Marketing in Canada overall grew a modest 7.4 percent. Mobile marketing Canada spending grew much faster than online ad spending, which only jumped 23 percent in 2010.



Why Is Mobile Marketing Canada So Hot?

According to Director of Research Steve Rosenblum from IAB Canada, mobile has grown because advertisers are afraid to “miss the train” as many had with the internet in the early years. They are very cognizant of what their southerly neighbors are doing and what those across the pond in Europe are doing as well.  Canada very much wants to ride this wave alongside other marketers, not to be left in the dust.



What Mobile Marketing Canada Services Are Bringing In The Most Revenue?



Consumer goods accounted for 22 percent of all revenue earned from mobile phone ads.

Marketers also promoted:

  • Retail (12%)

  • Telecom (12%)

  • Automotive Products (11%)

  • Financial (9%)

  • Entertainment (8%)

  • Media (7%)

  • Leisure Travel (6%)

  • Technology (5%)

  • Healthcare (3%)

  • Other (5%)



 By AvidMobile









Mobile Commerce Forum Report: Strike While The Customer

Is Nearby






Mobile marketing can encourage customers to drop into a store, instead of walking by.









General Growth Properties Inc. operates 166 shopping malls in 43 states. Encouraging consumers to shop at those malls is crucial to the company’s success, and mobile marketing provides new ways to accomplish that, Jeff Cloud, director of customer relationships and mobile marketing at General Growth, said today at Internet Retailer’s Mobile Commerce Forum 2011 in Houston.





He cited the example of a program that sends text promotions, with a shopper’s permission, to customers when they’re at a General Growth mall; the shopper texts back a code to receive a discount at a mall store or restaurant. Conversion rates on such offers range from 30-60%, Cloud says.





It’s an example that proves the effectiveness of marketing to coProximity is what differentiates mobile,” said Holmen who spoke with Cloud at a session entitled “Moving e-mail into the mobile era.”





Holmen noted that Silverpop last week acquired a company that specializes in marketing to consumers based on their location.





Cloud says General Growth is researching a variety of ways to leverage knowledge of where a consumer is to send her the offers that will most appeal to her. For example, he said, late in the morning a mall might send an offer via e-mail or txt for a free appetizer at one of the restaurants in that mall to a shopper in the mall—or at a store across the street.





General Growth is paying a lot of attention to such possibilities because the consumers who shop its malls are more likely to use mobile devices than the average consumer.





A survey in the first quarter showed 50% of General Growth mall shoppers owned smartphones, versus 41% of U.S. consumers at that time. The survey also revealed that six in 10 moms that shop General Growth malls check e-mail on a mobile device, 53% search for coupons and offers via mobile and one in four purchases on mobile phones or tablet computers.





Cloud also reported that 17% of the e-mail General Growth sends its customers is opened on mobile devices, with about two-thirds being opened on Apple Inc.’s iPhones. He says General Growth uses a tool called Litmus to track customer response to marketing programs and finds that 46% of consumers who open an e-mail on an iPhone read it, 17% skim it and 37% just glance at it or delete it; comparable figures for Android phones are 57% reading, 13% skimming and 30% glancing or deleting.





He says General Growth has narrowed the size of its e-mail messages to 600 pixels from 750 or more pixels so that they will fit on the small screen of mobile phones. The company also has concluded mobile e-mails are most effective when they are 60% text and only 40% images.





Looking ahead, Cloud said General Growth is studying how it can use mobile throughout the purchase path, including texting nearby consumers to get them into the mall, showing them which parking lots have free spots when they arrive, offering them discounts based on their behavior (while at the mall, and, as they leave sending them e-mails thanking them for coming and making an offer they can redeem on their next visit.



By Don Davis







Mobile Marketing to Teenagers





Let me paint a picture. I was walking into IHOP and yes, my eyes were on my
phone and not the walk way ahead of me. As fate would have it, I almost bumped
into a woman passing by me and she proceeded to give me a rude glare and then
said something along the lines of “get your nose out of your phone…”



My first response was to apologize and keep going my way as she went hers,
but looking back on that situation, I realized she never would have said that to
a fellow 40-something year old, and we “younger generationals” are getting a bad
rap for our heavy phone usage.



I understand that much of our usage comes from continual texting and not just
Internet browsing or streaming video, but it had me wondering about the facts
behind younger, heavy phone-Internet users. Is mobile marketing a good medium to
use when advertising to this group, specifically Millennials?



As some quick background information, the Millennial generation is larger
than that of the Baby Boomer generation and three times larger than Generation
X. They are a growing consumer “force” to be reckoned with.



Couple that with a study done by the Barkley/Service Management Group and the
Boston Consulting Group, which states that this generation seems to have substituted television and print media consumption, with
increased media consumption through online activities, we can see a glimmer of
opportunity in new ways to reach this large group of consumers.



Backup, how does relate to mobile advertising? According
to Nielsen’s “State of the Media: Trends in Advertising Spend and
Effectiveness,” mobile advertising is increasingly finding its way into mobile
applications, and currently teenagers are much more receptive than their



Over half of teens (58%)  ages 13-17 say they “always” or “sometimes” look at
mobile ads followed by 46% of those ages 18-24. That percentage continues to
decrease as age increases.



As mobile advertising becomes an even wider-spread medium, expanding existing
campaigns set to target Millennials may be well suited for it. For example,
higher education campaigns targeting high school students could find this to be
a great medium for increased exposure, because it reaches out to future students
where they are found most – on their mobile devices.



By Kari Reynolds



Mobile Websites to Replace Traditional Websites

Within Three Years




Given the state of
the Internet and the growth of smartphones, mobile websites are poised to
replace traditional websites within three years, is your website mobile
optimized? Get the facts you need today.





TAMPA, FL, September 26, 2011 /24-7PressRelease/ — Mobile
websites are becoming an increasingly necessary tool as more consumers get their
Internet information via their mobile devices such as cell phones, tablets and
smaller portable laptops.







 In essence the Internet as we know it is changing now and

will continue to do so dramatically over the next two to three years.





Mobile websites are
a key part of client’s marketing campaigns, and is bringing clients into the
next realm of the Internet now.





Quick Response Codes (QR Codes), are one of the newest technologies incorporated in
marketing initiatives which go hand in hand with mobile marketing and enhance
the user experience.






For example, a bar code on the back of a brochure or
business card can lead a prospect to further information online. Customers are
printing QR codes on all types of materials so users can scan and get further
information on their mobile devices.












Mobile Marketing — Take The First Step


Mobile marketing is getting quite a bit of buzz in 2011, with a lot of research to back up the hype. I won’t bore you with all the stats; they are referenced at the end of this post. It’s safe to say that a large number of your B2B prospects are going mobile and checking their e-mail and sourcing info on mobile browsers. Marketers are spending millionsof dollars to reach them where they are. What are you spending on mobile marketing?




Many of my clients would say, “What is mobile marketing, and where do I even begin.”




Mobile marketing is the distribution of your marketing communications through mobile devices. It’s QR codes, SMS, mobile apps, mobile optimized e-mail, and the list goes on. Most important, and where we recommend our clients begin, is a mobile optimized website.




Grab your smartphone. What does your company website look like from your iPhone or Droid? If it hasn’t been optimized, you’ll likely scroll all around and have trouble clicking tiny navigation points. In general, you’re probably frustrated. This is exactly how your prospects will feel. So, you probably don’t want to direct people to your non-optimized mobile site, especially if it will only serve to turn them away. In order to embark on mobile marketing, you have to optimize your site.




You’ll be happy to know that launching a mobile optimized website isn’t actually that complicated —and it won’t cost you much either. You do not have to convert your entire site. Focus your efforts on where your mobile users spend their time. This is easy to find on Google Analytics. Give them just enough information to entice them to visit the entire site and spend more time later on their laptop or desktop. And, always make sure to give them an easy way to contact you by phone and e-mail.




Sounds painless, right? It really is. It’s a great first step into mobile marketing. With this groundwork completed, now you’re ready to optimize e-mail blasts, feature QR codes in your tradeshow booth, draw traffic with personalized text messages and maybe even look into apps.




 Check back in the coming months for posts about these extended mobile marketing tactics.
The stats:




  • Forrester Research found B2B mobile marketing spending will quadruple over the next five years, rising from $26 million in 2009 to $106 million in 2014.


  • Morgan Stanley found that smartphones will eclipse feature phones in 2011, and mobile users will eclipse desktop users by 2014.


  • As far back as 2007, MarketingSherpa investigated how business decision makers are viewing e-mail. “64% of key decision makers are viewing your carefully crafted e-mail on their BlackBerrys and other mobile devices,” according to new MarketingSherpa data, that number is probably even higher today with the mainstreaming of smarter smartphones (e.g., iPhones).





By Ashley Reppert




QR Codes Or SMS – The Mobile Marketing Battle Heats Up



A major television network says SMS is more valuable than QR Codes, but not so fast says a CEO who defended QR codes during what was described as a heated CEO panel at Mobile Marketer’s recent Mobile Marketing Summit.


It is surely no surprise to anyone who knows me that I am a HUGE believer in Mobile Marketing, Mobile Advertising and the future thereof… The Rapid Rise Of Mobile Advertising And mCommerce, Another Reason Why Marketers Need To Be Mobile, and Mobile Marketing Spending To Have The Biggest Increase Over Next Five Years are just three of the posts I’ve written that revolve around Mobile Marketing and Mobile Advertising.


So far as I’m concerned, Mobile Marketing and Mobile Advertising are exploding and will continue to explode. How the advertising and marketing message is delivered, however, will be the question.


Text, Scan Or Tap?

On one hand there is Text or SMS. And if CBS, the aforementioned major television network is any indication, SMS could lead the way. In an article appearing on, Philippe Browning, vice president of advertising and operations at CBS Mobile, New York said of SMS and QR Codes…


“Everyone has phones that support SMS… (whereas) QR codes have an added barrier with a download and although we are interested in it and have experimented with the technology, it doesn’t have the same value of a text.”


That apparently was their (CBS) justification for making the decision to use SMS rather than QR Codes in print advertisements which will tout their forthcoming new fall lineup. The ads are designed to bridge mobile, video and print. Each ad will have a call to action which will prompt you to text a specific keyword to a which will ultimately lead to a video clip with a teaser of the show.


Also consider the fact that with 82% of all American cell phone users now using text messaging compared to only 40% who own a smartphone, it’s obvious SMS will reach more consumers.


On the other hand there are QR Codes. And if Mike Wehrs, the aforementioned CEO and defender of QR Codes, has any say in it, QR Codes will lead the way. As CEO of Scanbuy, a global provider of mobile barcode solutions, he sees first hand the power of QR Codes… “We are seeing increasing rates [for bar code scanning],” Mr. Wehrs said. “We’re seeing through our own networks 3 to 5 million scans a month – those are numbers that start to matter. For the holiday season this year, you are going to see growth rates equivalent to what you saw in 2010,” he said. “There is still tremendous opportunity here.”


OK so do you as a marketer, retailer, business, and so on go with SMS or QR Code as part of your Mobile Marketing strategy?


But Wait, What About NFC?

Looks like we’re going to need another hand for Near Field Communication or NFC, is rapidly growing in usage and popularity. NFC, according to Wikipedia “allows for simplified transactions, data exchange, and wireless connections between two devices in close proximity to each other, usually by no more than a few centimeters.”


And there are many out there who agree with this headline, which appeared on an article on Near Field Communication Will Make Our Daily Lives Better. In the article the writer tells of the buzz that is going on in the blogosphere re: NFC with the Big 3 in mobile platforms, Anrdoid, iOS and Windows Phone 7 all rumored to be working on platforms to support NFC. It’s not surprising the Big 3 are working on supporting NFC, especially when you consider that according to analysis from Juniper Research, NFC mobile payments will top $75 billion worldwide by the year 2013. Also factor in another study which indicated one third of iPhone users who said they were “likely” or “very likely” to use mobile payments.


One  more thing on NFC…  (from an article on “At a recent presentation in Hong Kong, Nokia announced that from now on, NFC functionality will feature on all Nokia devices, a move that would subsequently boost uptake and implementation of the technology, especially when you consider that Nokia sell around 100 million smartphones a year.”


And here’s a quick, neat video Nokia put out re: NFC…


So How Do You Decide?

Well in actuality you don’t really need to decide as you can use more than one of these applications for any given integrated marketing campaign. The most important thing to do will be to test. Yes, that simple four-letter word that all marketers learn in day one of Marketing 101 class… TEST. Kick the tires on SMS, QR Codes and NFC. And then kick them again. See what works best for what audience for what product and on and on… TEST.


Of course, the market, not marketers, will ultimately decide which format wins, just as it has in the past with VHS/Beta and DVD/Laser Disc. Interestingly, as the VHS/Beta decision shows, the best technology won’t always win, so it’s best to familiarize yourself with all the options to be ready for anything.

Sources:,, Wikipedia,,





Do’s and Don’ts of Mobile Marketing


A smartphone user searches for “tires.” A moment later, your automated service sends his cell phone a discount offer, enticing him to come visit your tire store now.



Or another example: A brick-and-mortar fashion retailer texts a flash sale alert to loyal customers in its Insiders Club: “Five hours only. Come in before 5 p.m. today.”



Small-business owners are just as capable of leveraging the power of mobile marketing as the Coca-Colas of the world.



Although in the second example, the alert was readable even on older cell phones, smartphones are changing the game. Most new cell phones going forward will be capable of accessing the web, according to research by Gartner Inc.1 When your customers use their mobile phones more often than they use laptops or PCs to find businesses and products like yours, that’s a watershed moment in marketing.



Interactivity will be assumed and required. Are you up on the do’s and don’ts of mobile marketing? Here are four things to think about if you are new to the mobile marketing arena.



1. Set a clear purpose. Mobile marketing has two primary objectives: Engage customers and build relationships. That’s what it’s all about. If your customer is using a smartphone, you can reach her when she is most likely to be responsive. She’s out and about and types in a search looking for your service. So engage her. But even if she is using a traditional cell phone, you can remind her you have unique products that she likes. Make the reminder friendly, not intrusive. Maybe she’s sitting in Starbucks, having a break. Turn her passive behavior into interactive behavior. Think of your advertising as an ongoing conversation.



2. Strategize. Your mobile marketing is part of your overall marketing strategy, but you’ll need different thinking on it. Every marketing discussion and decision affects those customers who are primarily reachable by mobile promotions. So make your assigned staff member who “understands” Twitter part of your marketing team. Don’t exclude him from the big meetings because he’s young and in your opinion doesn’t need to get the whole picture.



Pitch your campaign to the widest possible array of devices: Androids and iPhones and RIM’s BlackBerrys, plus what are called feature phones (the standard mobile phones). That’s the advice of the Mobile Marketing Association.2



The world of mobile advertising is growing most dramatically outside of the United States. If you have dreams of expanding beyond the 50 states, mobile marketing may well be the way to go. According to the Mobile Marketing Association, advertising costs are often much lower in relatively undeveloped markets.



For statistics on the types of devices that are most prominent in various world markets, visit mobiThinking.3



3. Keep messages short. The Mobile Marketing Association’s first rule for making your message effective is to remember that mobile phone screens are much smaller than computer screens, so whatever you say and whatever banner you use must be short, small, concise. If you want the customer to fill out a form, make it short. If you want the customer to send contact information, limit it to a phone number.



4. Jump-start interaction. You want interactivity, but how are you going to get it? Two ways (a don’t and a do): Don’t send your customers the same generic messages that you use in email marketing, and do always include a call to action. That’s the advice of Alex Speirs of TXT2GET, a mobile marketing company that helps companies with SMS (short message service) marketing.



“Effective advertising is advertising that not only engages consumers initially but then allows them to interact with your advertising in order to move them on to becoming actual consumers,” he wrote in the article, “Common SMS Marketing Mistakes.”4



About that call to action: That means asking users to text a certain phrase and number (“Text the word PETS to 54321”) or show their phones at the register for savings. Realize, though, that your customers may be just as new to this as you are, and they may be concerned that they’ll run up high message charges on their phones if they respond to—or even read—your offer. They may also be concerned about privacy. Moto Message, a company that specializes in mobile marketing, suggests using a disclaimer and offers two examples in an article on its website.5


 By: The Small Business Authority