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Gini Dietrich

Four Mobile Marketing Growth Areas

By: Gini Dietrich | January 18, 2011 | 
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This first ran on MyMobiManager, a company that creates content management systems for the mobile web. Creative and fun, if you’re looking for help in that area, you should check them out!

And now back to your regularly scheduled blog post…

Most of the work we do at Arment Dietrich is B2B. We do some start-up consumer work, but the majority of our clients fall in a very niche B2B industry. And, because of that, they’re sorely behind when it comes to technology. We have one client, in fact, who still hasn’t upgraded to Outlook preferring to use, instead, Lotus Notes. We love you, but oy!

So when we talk about something as simple as moving their websites to a mobile browser friendly format, you can imagine the blank stares we get. And apps? Forget about it!

To complicate matters a little bit, the FCC recent decision on net neutrality affects how we may or may not, as consumers, be protected from the wireless companies on our phones. And, as business leaders, we may have to consider jumping in bed with the wireless companies in order to get our content out (and not blocked).

But these statistics show mobile isn’t going to go away.

  • More than 80 percent of Americans carry a mobile phone (CTIA Wireless Association)
  • Cell phone subscriptions look to have topped five billion globally at the end of 2010 (International Telecommunication Union)
  • The global mobile advertising market is valued at more than $16 billion (ComScore)
  • Four out of five teens carry a mobile phone and the majority of them view it as the key to their social life (CTIA Survey)

Because of that, we continue to beat the drum, in hopes of bringing our clients forward more quickly than their competitors.

There are four areas where I think our clients, in particular, will see growth in mobile marketing this year and next.

  1. Mobile Browser Ready. This is the big one we’ll work with all of our clients on this year. If their sites aren’t mobile browser ready by December 2011, I’ll consider it a failure on our end. Add to this, it is estimated every phone that enters the marketing this year will have browser capabilities. AT&T added basic browser functionality to their basic phones last year. Businesses need to be ready for people to look at their sites, and get information, via their phones.
  2. Location-Based Services. While we haven’t yet seen a proliferation of LBS in B2B businesses, I think 2011 is the year. Using tips, drawing attention, and building awareness are a few ways we’ll be leading our clients toward attracting a new customer via their phones. One of my favorite things to hear is, “I’m in Chicago and just checked into my hotel and saw a tip from Arment Dietrich!”
  3. Mobile Payments. I’m a big, big fan of leaving my purse at home and paying for things with my phone. I love it when I’m asked for a loyalty card and I hand them my phone (I use CardBank) and the cashier goes, “WHOA! This is cool!” In Chicago we can pay for Starbucks with our phones. Every business should be looking at how they can incorporate mobile payments to their structure.
  4. Mobile Blogging. I stopped using WordPress on my phone last year because it was so cumbersome. But then I got the iPad and added Pages to it and now blogging is a breeze…sometimes even from bed, while still under the covers!  This will be a big one for our clients, not to help their customers, but to make blogging more convenient for them!

Of course, most consumer companies are already down this path so some of this may be redundant to you. Which mobile areas are you focused for 2011?

About Gini Dietrich


Gini Dietrich is the founder and CEO of Arment Dietrich, a Chicago-based integrated marketing communications firm. She is the lead blogger here at Spin Sucks and is the founder of Spin Sucks Pro. She is the co-author of Marketing in the Round and co-host of Inside PR. Her second book, Spin Sucks, is available now.

29 comments
sgardner
sgardner

Gini,

I really enjoyed your article on mobile marketing and the areas that have the most potential for growth. There are huge opportunities in this area that companies either in B2B or B2C should be considering.

Our company provides mobile advertising that can help companies to reach the 5 billion people that own cell phones without paying the the expensive, traditional types of advertising. 95% of our customers read our texts within the first 5 minutes of receiving them and we have had exponential success through this form of advertising. So whether it is buying or selling, mobile marketing is definitely something that people should keep in mind. It can also be used from alerts and notifications or for voting campaigns.

Thanks again for the post!

Sydney

megangetter
megangetter

I think there is a huge opportunity for more business to use SMS and mobile web. I'm a twenty year old college student, and I've found that I eat more at places that have a mobile site. I wish more restaurants had menus that were easier to pull up. My local Chick-Fil-A incorporates SMS into sales promotions. I love the offer of free food anywhere.

pacebutlercorp
pacebutlercorp

We've got to do this. All great suggestions and super relevant. Passed this on to the higher ups. Hopefully we can adapt/look into some part of your 4 suggestions. Thanks.

jennalanger
jennalanger moderator

I wonder if we'll see more SMS campaigns as well. It seems that teenagers are more likely to have features phones and we know they send tons of text messages. Also, SMS donations to the Red Cross for Haiti relief totalled at over $20 million in 5 days (in $10 increments). While businesses won't have the same success as charities, I'm sure their taking note and figuring out how to capitalize on SMS marketing.

sydcon_mktg
sydcon_mktg

The way we see it, the sky is the limit when it comes to Mobile! If you can think of it, it can go mobile. If its on the web, it can go mobile.

Everyone has to prepare themselves for the future, companies that are staying afloat or growing in this economy are moving forward with technology. Now is the time to update your site and get on the mobile band-wagon. iPad/iPhone, you name it.

Howie Goldfarb
Howie Goldfarb

B2B has a lot of potential for mobile.

The mobile formatted website will be huge for any company that sells industrial parts so people can check stock via their photos, just like sales people should be able to check their stock vs calling to an office or having to log in via a LapTop. In fact if you want anyone to access your business via mobile B2B , B2C, B2ANYTHING you must format. Whenever I try to access content on my Droid and the teeny website pops up that I have to enlarge and shift around I just say no thank you!

Mobile Payments not sure about for B2B since often for accounting purposes a purchase order needs to be entered. But no reason that can't be done via a phone or tablet. (BTW I view tablets differently than phones and I saw really shockingly Dell and one other brand coming out with Windows 7 tablets that rocked which really makes them full computers vs enhanced readers like the IPad technically is). Obviously for business expense items no reason a phone can't be used. Key is it has to be EASY vs combersome. I have never paid for anything via phone yet so will need to check out card bank.

I will have to ponder the LBS for B2B. Something we should maybe discuss because for B2B to me it just falls into Mobile period. Not sure I would want unasked for B2B LBS contact. And if I initiate something do I have to be nearby. But I am sure you have something in mind.

I have not blogged from my phone yet. Tablet sounds great. It is hard enough for me to tweet links and pictures for a client of the 'saved file' nature. But for a tablet I am sure I could. Sounds like I would need a wifi external HD so I can access files with any device I choose.

OK I am done responding to your blog with a blog. Carry on.

patrickreyes
patrickreyes

I'm really focused on your first area. Coming back from CES, I saw how mobile has impacted the way we consume content. I would say not only does someone need to have a mobile browser ready version of their site but also a tablet ready version (and you likely are already thinking about it because you're smart). Content needs to travel with you anywhere. Consumers want their content when, where and how they feel the urge to view it. Developing a content management system (CMS) that is device agnostic will be the key.

A great example is this spot from the NFL which I'm sure you've seen while watching your Bears!

http://www.youtube.com/watch?v=qn7RfQU1MJg

ginidietrich
ginidietrich moderator

@sgardner I think you're in a high growth (not fad) business so it'll be interesting to watch you guys grow!

NickiLaycoax
NickiLaycoax

@megangetter May I quote you on what you said about eating more at places that have a mobile website? As mentioned at the beginning of this blog, I'm one of the founders of My Mobi Manager, and we are actively seeking feedback from people that use the web on their phones for quotes as well as usage habits.

ginidietrich
ginidietrich moderator

@megangetter Yes! I like this idea...now I just need to find a client to buy it. I may need your help convincing one.

ginidietrich
ginidietrich moderator

@megangetter Let me ask you a question. My focus group of one. What if you were at Chick-Fil-A and the table tent had a QR code that you can scan and get either a discount or a freebie. Appealing?

ginidietrich
ginidietrich moderator

@jennalanger We did a text campaign for a client this year and the response was OK. But I think you're right...when the Gen Y and younger begin making business decisions, WATCH OUT! I can't wait (as I configure my new iPhone4)!!

ginidietrich
ginidietrich moderator

@LFJeremy What do you think is going to happen? What is one thing you'd really like to see?

sydcon_mktg
sydcon_mktg

@HowieG @ginidietrich hmmm, but sometimes with Free, you get what you pay for! Are you saying that if you are on Twitter, you are mobile?

JonHearty
JonHearty

@patrickreyes I love this video because it is a look into the future. Mobility is a big word this year and, really, this decade. People want access to information in multiple forms from any location, and those who don't offer that will be left in the dust.

ginidietrich
ginidietrich moderator

@patrickreyes You know how we create strategy? My consumption of technology. :) If I want it on the iPad, we build something for tablets. Now there is pressure to be an early adopter.

Oh who am I kidding?! I AM an early adopter and it's FUN!!

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