IM-Mobile

Mobile Phone

The practice of mobile marketing, as Michael Becker repeated several times in his podcast interviews with me, clearly distinguished between mobile and other media, such as the Internet, print, broadcast and email. The mobile ecosystem is very different from traditional and digital marketing ecosystems.

Mobile isn’t ONE communication channel; it’s many. Each mobile phone, due to its operating system (Symbian, Java, Android, iPhone, etc.) type of browser, screen size and other factors makes each handset a separate communications channel. And they’re thousands of mobile handsets, hundreds of different browsers and a multitude of other differences from handset to handset.

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IM-Mobile, like its MobileBeyond sister site, had a high-growth year covering mobile relationship marketing, advertising and technology. Posts and podcasts about mobile advertising dominated the top ten. But mobile technologies that enable brands, advertising agencies and publishers to display mobile ads on thousands of handsets are critical for successful mobile campaigns.

During 2009, comScore, Gartner, Nielsen and other research firms released very optimistic forecasts in mobile marketing and advertising through 2014 and beyond. The studies, based on trends and interviews with those holding the purse strings, though, were perhaps a bit optimistic. But who will complain if by 2014 mobile advertising only grows 45% a year rather than 60%? The numbers are still staggering.

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Bryce Marshall, Director of Strategic Services for Knotice, a direct digital marketing firm in Akron, Ohio, recorded a role-play with me recently about integrating direct digital marketing strategies (mobile, email and Web) in retail. You’ll find the complete program notes, including links to further information about Bryce, Knotice and digital marketing on MobileBeyond.

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