Mobile Marketing

New technologies are revealing extraordinary, creative advertising opportunities. In fact, according to JupiterResearch, one advertising channel is poised to double in the next five years: mobile marketing. JupiterResearch provides research and analysis on consumer technologies. A recent report indicates that advertising for messaging and display advertising on mobile devices is expected to increase two–fold by 2011; 2006 U.S. mobile messaging and display advertising spending is $1.4 billion. 2011 advertising spending via these mobile advertising opportunities is expected to increase to $2.9 billion.

In addition, M:Metrics, a firm specializing in consumer mobile marketing analysis, recently reported that SMS advertising is winning the attention of mobile phone subscribers worldwide. In a recent survey of mobile subscribers in five countries, Spain led the way with 29% of wireless users responding to SMS ads, with the UK having 18.5% responding to the ads and 10% responding in France. Lagging behind were U.S. and Germany; both had less than10% of wireless users responding.

M:Metrics presented research findings that reveal mobile phone advertising is currently being utilized mostly by mobile phone companies and adjunct companies. Just as the first advertisers on the Internet were Internet providers, mobile phone operators and contingency businesses are expected to lead the exploration of mobile phone advertising opportunities.

As with any worthy opportunity, there are challenges to be worked through:

Permission policies to contact customers

Target marketing by demographics; mobile marketing should be more personal than the mass marketing that is possible over the Internet or TV

Acceptance of the technology; most American consumers still view their cell phone as a communication device, not as a vehicle for data transfer

With the growth of mobile messaging and display advertising, there will be many opportunities to try new promotions and offers. One thing, however, will always ring true: The advertising must be worth something to motivate mobile subscribers to pay attention to the message (such as free software, ring tones or programs). The challenge that poses will be worth the effort as this relatively new advertising avenue is set only to widen with time.