With more people accessing the Internet via smart phones and tablets than PCs, mobile marketing has become top on advertisers’ agendas. Many factors must be considered when devising marketing plans for mobile platforms, so the Griffin team researched the trends and presents the top ones.
1. Location-based services. Some of the top mobile apps are location-based services, such as Google Maps and Yahoo! Weather. PR Daily evaluated smart phone activity during a 30-day period and discovered that most people search for nearby stores, the weather, the time that the next bus will arrive, etc. Marketers are using this type of information to bring nearby deals to users. For example, in January Pandora Mobile, a mobile music recommendation service, played a Best Buy commercial for flat-screen TVs when the listener came within a measured distance of a Best Buy.
2. Social targeting. Social media is a predominant aspect of mobile marketing now that about half of all Facebook and Twitter traffic is mobile, according to Mashable. User-generated content allows for greater personalization of messages, so marketers can incorporate the consumer’s age, hobbies, music tastes and even social conversations into their messages.
3. QR coding. It’s one of the simplest ways businesses can engage consumers through mobile media. Mashable reports that the use of QR codes, barcodes that transmit information to mobile devices when scanned, grew 63 percent from October 2011 to April 2012. Marketers must keep in mind that the code is only as good as the content it provides, and it’s the content that users “take away” with them.
4. Tablets. Although smart phones are leading the mobile revolution, tablets aren’t far behind. The popularity of these mobile, touch-screen computers is growing exponentially. According to Deloitte, 5 percent of tablets sold in 2012 will go to existing tablet owners. Deloitte claims that this is “the most rapid ‘multi-anything’ market penetration in history.” While it has taken a decade for families to own more than one cell phone, it’s taken only 3 years for multi-tablet homes to become common.
5. Competitive shopping. Nielsen’s U.S. Digital Consumers Report says that 29 percent of smart phone owners use their phone for shopping-related activities. Removing the hassle of going from store to store, smart phone apps such as Goodzer and RedLaser allow users to find nearby vendors selling the same product and compare prices without stepping out of their homes.
6. Picture/video apps. According to Flurry Analytics, a company that measures mobile device activity, the use of photo/video sharing apps grew 89 percent from October 2011 to March 2012. What’s interesting is that many of these apps don’t plan to develop websites because people can share photos and videos directly from their phones. In a Forbes article earlier this year, blogger Eric Jackson predicted that most photo and video companies, such as Instagram, don’t plan to create websites. “We will never have Web 3.0, because the Web’s dead,” Jackson said.