Mobile Relationship Marketing and Advertising
Kirsten McMullen of 4INFO
In the past several years, major brands have embraced mobile marketing and mobile advertising, concurrent with the explosive growth in mobile phone technology. Apple’s iPhone, in particular, is now considered by many marketing and advertising professionals the catalyst that legitimized mobile as a powerful marketing channel to reach consumers in unique, effective ways.
MobiMarketing Club Members have emailed me their biggest challenges when trying to convince marketers and advertisers to increase mobile advertising media buys. Currently, only 1% of all advertising budgets is spent on mobile website advertising. Due to unique advantages of mobile phones, mobile advertising evangelists believe 1% is much too low.
First, I want to share MMC member comments. Then, I’ll discuss recurring themes and provide suggestions to help you weather the storms ahead. Please note that not all questions and issues are covered in this post. Thanks for your help.
Here are some of the questions, comments, challenges and situations reported by MMC members. I edited the comments a bit for clarity:
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Despite the worldwide advertising slump, mobile media marketing and advertising are growing substantially.
Today’s New York Times gives hope. According to a communications industry forecast from the private equity firm Veronis Suhler Stevenson, scheduled for release Tuesday, overall media ad spend in 2009 is very positive for mobile and Internet and not so positive for broadcast and print.
“The [U.S.] segments where advertising will decline most rapidly in 2009, according to the firm’s estimates, are newspapers (down 18.7 percent, to $35.5 billion); consumer magazines (down 14.8 percent, to $11 billion); radio down 11.7 percent, to $15.8 billion); and broadcast television (down 10.1 percent, to $43.0 billion).
