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Mobile Marketing What The Future Holds For Local Milton Keynes Businesses

A growing number of companies are switching their marketing focus to mobile marketing in a bid to capture the growing number of consumers that are consuming digital information using mobile devices such as smartphones.

Car manufacturer Toyota Motors, for example is leading other vehicle brands in using 2D mobile codes to deliver text, video and mobile messages to consumers.

What's the Future Hold for Mobile Marketing?

ComScore’s 2012 report “Mobile Future in Focus” recommended that with the ever changing and growing nature of mobile connectivity, advertisers and publishers would do well to focus on mobile marketing to reach as many consumers as possible.

Here are some of the highlighted points of the comScore report as summarized by Mobile Marketing Watch and what Mark Donovan, comScore’s senior vice president of mobile had to say:

ComScore’s “Mobile Future In Focus” – A Bright Future For Mobile Marketing & Advertising

“2011 proved to be a groundbreaking year for the mobile industry, with smartphones hitting the mainstream, tablets emerging as a formidable fourth screen, and consumers increasingly integrating mobile behaviors into their lifestyles”.

  • Nearly 42 percent of all U.S. mobile subscribers now use smartphones, along with 44.0 percent of mobile users across the EU5 (comprised of France, Germany, Italy, Spain, and the UK).
  • Mobile media use – defined as browsing the mobile web, accessing applications, or downloading content – saw increased growth as a result, surpassing the 50-percent threshold in many markets, supported by the proliferation of high-speed networks and increased public WiFi availability.
  • The Google Android and Apple iOS smartphone platforms emerged as the leaders of the U.S. smartphone market in 2011, with Android just a few points shy of capturing half of the smartphone market and iOS accounting for nearly 30 percent of the market.
  • In 2011, both the U.S. and EU5 saw the growth in mobile app use exceed the growth in mobile browser use, leading to both markets seeing the same percentage of their mobile audience use both apps and browsers to access mobile media.
  • Health ranked as the fastest-growing mobile media category in the U.S. in 2011, followed by Retail and other commerce-related categories such as Electronic Payments and Auction Sites.
  • More than half of the U.S. smartphone population used their phone to perform retail research while inside a store in 2011, illustrating the emergence of savvy smartphone shoppers who bring online shopping behaviors in-store – a trend seen in other markets as well.

The research also revealed that some 64.2 million U.S. smartphone users and 48.4 million EU5 smartphone users accessed social networking sites or blogs on their mobile devices at least once in December 2011, with more than half of these mobile social networking users accessing social media almost every day.

However, there were also some clear warnings to consumer-facing companies in a report entitled “Digital Advertising Attitudes” (2012) published by Upstream, which reported that while 69% of consumers polled stated that they were happy in principle to receive marketing and advertising on their PC, tablet or mobile marketing on their mobile phones, 27% of British consumers and 20% of American consumers have said that they would stop using products and services, such as social media sites, if they felt like they were being subjected to too much advertising.

As with any form of marketing, not least with mobile marketing given is much more intimate connection with the consumer, it is important to follow good marketing practices to avoid a backlash and alienating your potential customers, which would only serve to damage your brand in your marketing place.

With mobile marketing it’s particularly important to be respectful, personal, intimate and targeted if you are to achieve any success in leveraging the power of this new media platform.

Be also mindful that if you are already doing any form of social media and you wish to integrate social media with mobile marketing, start with developing a mobile friendly platform so that when you target your audience in the social media space you don’t risk alienating them by sending them to a mobile incompatible page or website, which can be frustrating for smartphone users.

For strategic mobile marketing that taps into the burgeoning mobile search traffic and for ideas on how to integrate mobile marketing with social media and local marketing for an explosive marketing synergy, call us today and speak with on of our mobile marketing strategists.