The six-letter word has heavily infiltrated the technological news world over the last several years and its presence is still increasing exponentially.
Whether it’s mobile marketing, mobile apps, mobile banking, mobile device, mobile commerce, or mobile privacy laws—the word is like a cell that constantly replicates and divides, creating new, unique strands under the same parent DNA.
Sure, the mobile world has been evolving for a while, but it wasn’t until recently that we started seeing so many different aspects of mobile becoming mainstream at such a rapid pace.
To throw out some facts…
• InsightExpress says 82 percent of consumers have used their mobile phones in a store.
• An E-Tailing Group survey found that 78% of retailers will invest in mobile commerce this year.
• According to dotMobi, there were 150,000 mobile-ready Web sites in 2008. Today, that number has increased to approximately 3.01 million sites, representing a two-year growth of more than 2,000 percent.
• In 2009, 23 percent of U.S. consumers had smartphones, and by the end of 2010, smartphone penetration reached 31 percent.
• EMarketer predicts mobile advertising expenditures to increase to $201.3 million in 2014.
• Gartner Technology research predicts mobile will be the No. 1 Internet access device by 2013.
The list goes on.
So, as marketers, what do we do with this information? How do we tie it all together?
Mobile acts as a crucial connection between businesses and consumers. People are constantly on their mobile phones, whether they’re at home, work or on-the-go, thus the easiest way to reach a target market is through their mobile device.
Combining the power of mobile with other marketing platforms will be essential in the future. Businesses must capitalize on these new, innovative ways to interact with consumers including social networking sites, location based services, as well as traditional methods. With all those mediums working together, it will open up a wealth of opportunities for businesses to bring a real-time, personalized engagement to consumer interaction.
Marketers should keep tabs on this quickly evolving medium, because love it or hate it, mobile will be around for a long time.