According to a recent article on Marketingprofs.com, "more than one-half of smartphone owners (55.9%) say they prefer using a smartphone to a computer when accessing the Internet", based on a new survey from Prosper Mobile Insights, with 53% saying they use their smartphone so frequently that, "it's their life."
The study also found that only about 16% of smartphone users used their devices "just for calling, text messaging, and email", with texting and internet access being the top two functions they absolutely must have. When I see this type of data, I'm amazed that I still read articles and comments by doubters who are unwilling to accept the simple fact that mobile marketing needs to be considered as a core element of any B2C marketing plan.
We live in a mobile society. Mobile communication channels are only growing, while geographic and financial barriers to mobile accessibility are being eliminated daily. There is no need to sit at a desk top computer, or heaven forbid read a newspaper, because almost any information you need can now be accessed through a smartphone. I have seen no indication that this trend will reverse course anytime soon. While the product lifecycle of the smartphone itself will eventually go the way of the dinosaurs, some other form of mobile device will simply pop up in its place. Believe me, Dick Tracy like gadgets are only a few short years away.
More and more businesses are using geo-social mobile platforms like Foursquare and Places to build brand loyalty through customer reward programs, or encourage sampling through discount offers. Almost every TV and radio station now offers podcasts to better communicate with and engage their stakeholders. And virtually every large retailer has a mobile app for greater shopper convenience. For pete's sake, even Goodwill of Greater Washington has a very successful mobile app with plans in development to add a shopping portal and a mobile donation receipt. According to a study by Chetan Sharma Consulting the mobile app market will surge to $17.5 billion by 2012.
I've heard the argument by cynics that 1 in 4 mobile apps that are downloaded are never used again. But here's a more powerful figure: 3 in 4 mobile apps that are downloaded are used multiple times! Wow, where'd that come from? Like any other strategy, a company that steps into this space needs to be smart about it and not jump in without a plan.
In most cases, mobile marketing is not ready to become the primary marketing channel just yet, but it needs to be added to the equation. Though clearly adoption is growing. A well designed mobile marketing campaign integrated into a multi-channel marketing mix can help a business stay in front of consumers in all stages of the customer lifecycle.
Is mobile marketing right for all businesses? Of course not, but not all businesses need storefronts either. However, businesses who haven't yet, should begin evaluating the strengths (and weaknesses) of mobile marketing and whether it can ultimately help grow their business or strengthen their brand.
Mobile technology isn't going away.
