The Good, Bad About Mobile Marketing

The popularity of smartphones is skyrocketing, and their importance as a marketing tool can’t be understated. Here’s how you can unlock the full potential of mobile to build your brand.

I’ve got some good news and some bad news.

The good news? Mobile is hot! According to marketing services firm Listrak, there are more than 270 million mobile phones in use in the U.S. and 100 billion text messages are sent or received every month, making mobile the most popular way to communicate.

Google attributes $1 billion in revenue to mobile ads and consumer usage of mobile coupons is forecasted to exceed 300 million globally by 2014, according to Juniper Research.

The bad news? Mobile is hot. Mobile’s high penetration and usage means there’s a lot of clutter and competition. Marketers spent $790 million on mobile marketing in 2010, up more than 160 percent from 2009, according to media research firm BIA/Kelsey. That’s a lot of advertising to break through.

And get this: According to news and information site 148Apps, there are nearly 400,000 applications available in the iPhone store alone. Ninety-five percent of apps, however, are never used after the first month, according to Pinch Media.

What is a marketer to do? With response rates 20-plus times higher than direct mail or print advertising, and with the personal connections people are creating with their phones, mobile is too powerful a tool to ignore. But simply acknowledging Foursquare check-ins, blasting coupon texts, and making store locator apps isn’t enough to stand out.

Posted at . Writen by DENISE LEE YOHN

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