Your Marketing and Design Reading for The Weekend
Yet few big brands are doing it (mobile marketing, not the other thing). Mobile advertising accounted for less than 1% of worldwide ad spending in 2011 (eMarketer). This is despite the evidence that it works well. For example, a mobile-based loyalty program for Maurices (a chain of women's clothing stores) was directly responsible for $1 million in sales in four months.
The article lays out several reasons why mobile should be part of any company's marketing plans:
- Mobile interaction is the internet 3.0--mobile platforms and apps are driving more and more online traffic and customized user experiences and there will be huge increases of mobile-only internet users in the next few years.
- Mobile goes beyond Google--last year, 14 million mobile users scanned a QR code with their devices.
- Email is going the way of the fax--open rates for emails are at about 11% but they are at 95% for mobile phone texts.
- Social media is going mobile--U.S. mobile social media users grew by 37% and Twitter and LinkedIn mobile usage doubled in 2011.
- Moms are more mobile than everybody else--moms are more likely to own a smartphone than anyone else and, in 2011, 25% of moms were using mobile devices to hunt down discounts and to find coupons, while 20% were actually shopping online with smartphones.
As the article notes, "The trends are clear." I can't get over that 95% open rate for mobile phone texts!