More major trends in mobile marketing
As mobile continues to grow, small and medium sized business doing mobile marketing are going to experience a year of changes that will incorporate both the transformational and the incremental. Here are just a few of the trends that industry and marketing experts forecast in 2010:
Coupons: They get lost, forgotten, left behind or they expire. Look for augmented reality to start playing a larger role in location-based advertising. When you’re walking into your favorite coffee shop, the real-time mobile coupon you receive gives you instant gratification with your discounted cup of java.
Safe Text: Governments and safety advocates around the world have been warning about the dangers of texting and driving for some time. In 2010 you can expect technology solutions that disable handset features when the owner is driving.
Social Networks: As social networks continue to grow, businesses are investing more in community building as a marketing driver. According to the recent study released Deloitte, 94% of businesses will increase their investment in online communities and social media and, for the majority of these companies, their marketing function will drive this investment. The new marketing emphasis has shifted toward persuasion through fitting organically into the consumer’s social sphere
Browsing Time: Consumers will increase their average browsing time from the 4 minutes and 40 seconds average in 2009 to the 5 minutes and 30 seconds range. And average page views will increase from approximately 105 to 120 pages per month.
This means that relevancy becomes even more critical to engage consumers. Advertisers will be increasingly drawn to mobile’s unique opportunity to reach and engage consumers with immediate and location-specific content.
Privacy: Mobile privacy will become more of an issue in the near future. Reputable mobile marketing firms will follow guidelines set by industry trade associations. This means offering opt-out capabilities to protect personal identification information propel the development of more contextual and behavioral consumer ad targeting.
Mobile commerce and retail continue to grow: Fifty-five of consumers say they will their mobile device to find store locations, 45 percent to research prices, 40 percent to find product information, 32 percent to find discounts and coupons and 25 percent to make purchases.
Mobile-driven retail commerce will continue to increase with retailers leveraging new mobile-specific technologies to convert browsers into buyers.
Search: Mobile search is a category that will continue to grow in 2010 and beyond. Expect more localization and more businesses related to mobile search. As a result, mobile search will become a high driver of in-store traffic.
