If you look at what is happening online, the key trend is around the use of mobile phones and tablets. Prices are plummeting and usage growing at staggering rates. The uptake of these devices by consumers to access the online world is breath-taking.
Most are aware of the explosion around mobile worldwide. 43% of New Zealanders now regularly use their mobile phone for internet access, up from 15% a year ago. And the use of tablets will triple in the next 6 months.
Many would have heard about technologies like QR codes and we’ve discussed them here previously. They’ve been popular in Asia for years now, with QR readers built into every phone. However there are other alternatives coming that will likely bypass QR technology. At least here in NZ. Checkout this video.
A month dominated by mobile stories here and worldwide. One article in ISM from the UK quoted the local Google head as predicting that by 2013 internet access will involve more mobiles, than laptops or desktop PCs!
Mobile marketing is very different from email and it has to be done right. If your existing email strategy is to build the largest email database possible, then mobile needs to be about building a database of your best and most loyal customers. Mobile is about LOYALTY – period.
It’s hard to get numbers on mobile marketing’s effectiveness locally, since we’ve hardly started here in NZ, even though our mobile phone penetration and usage is high. (In Japan mobile marketing + coupons are commonplace). However I recently came across some useful numbers out of the US market. It came from a mobile provider servicing the restaurant industry, via a Linkedin forum.
It’s a key question for those in business.
As always, it seems consumers are way ahead of the game. Mobile phones are now a big part of daily life with text messaging the most common activity for most of us. It’s rapidly taking over other key chores too once done on a PC.
I’m on a lot of mailing lists. One very interesting newsletter arrived recently from Lyris, an innovative email marketing provider in the US. The topic was very new. Tri-messaging, being an integrated blend of email, mobile and social media communications. To use their description:
In a hint of what’s to come here in 2009/10, a just-released survey from the popular urbanspoon restaurant website in the US has shown a dramatic increase in mobile phone access.
You’d never know it by looking at TV, Radio, Outdoor or Print promotions today. Most still cling to the old 0800 phone number, even though it hasn’t been the crowd favorite for many years. It seems that most ad agencies and marketers today are still locked in the past, and it’s likely costing them in lost sales.