Archive for the ‘Mobile’ Category

To no one’s surprise, smart phone usage continues to grow rapidly. In a recent webinar, Emarketer.com projected that smart phones, tablets and e-readers will each increase in consumer popularity by 7-8% in 2012. Below are the top 5 mobile trends to watch this year.

1. There’s an App for That!

There are so many apps now, in fact, that developers will have an increasingly difficult time getting their work noticed. 2012 will be the year of App Market Saturation and only the best—the highly engaging and usable—will rise to the top.

Gartner’s Top 10 Smart Phone App Categories for 2012:

  1. Money Transfer Apps
  2. Location-Specific Services
  3. Mobile Searching Facilities
  4. Mobile Browsing Facilities
  5. Mobile Health Monitoring
  6. Mobile Payment Services
  7. Near Field Communication Services
  8. Mobile Advertising Services (This is listed since it is the means for mobile apps becoming profitable)
  9. Mobile Instant Messaging
  10. Mobile Music

2. Where are you?

If you have a smart phone, chances are you are already using location-based services such as mobile coupons and check-in services. Last year, 55% of smart phone users utilized location-based recommendations and services. In 2012, expect to see more from these services including an increase in time-sensitive deals, a rise in effort among these companies to gain customer loyalty, and an increase in advertising within these services.

3. Pay with Your Phone

Get ready for your smart phone to double as your credit card, too! Apps such as Square and Google Wallet, which are designed for mobile payment, will become increasingly available in 2012 though most likely will not go mainstream this year.

4. Video Killed the Radio Star

You already watch a lot of videos on YouTube and Vimeo, right? In 2012, video is the latest game-changer. Emarketer.com predicts that spending on video advertising will surpass $3 billion this year and that this genre of advertising will have the broadest reach of all ad formats. The online video audience is expected to grow 18% this year.

5. Mobile Search

TechCrunch recently reported Ross Sandler’s estimate that mobile search volume will increase from 9% to 20% of all searches. Local ads will generate a sizable portion of the mobile search ad revenue. Do you run a local business? Now is the time to jump into mobile advertising.

What is your favorite mobile trend? We invite you to join the conversation in the comments section below!

Mobile Search Trends
You probably use your mobile phone for the occasional web search. But have you thought about how much the search marketing landscape has changed since smartphones became ubiquitous?  Recent research on the difference in desktop and mobile search trends resulted in some fascinating statistics.

Desktop search peaks at 11 a.m. and 3 p.m. while mobile search peaks at lunchtime and in the evening between 9:00 p.m. and midnight. Despite the difference in time of day, topics searched are the same on both platforms. eMarketer, a daily eNewsletter, projects a 65% increase in mobile ad spending since 2010, which is expected to increase exponentially in future years.

Categories of mobile ad spending from highest to lowest are currently ranked:
1. SMS
2. Banner ads
3. PPC Search
4. Video ads

Spending for video and banners is expected to be equal to search spending in 2012, with banners and video spending surpassing search in years following.

Mobile search has increased five-fold in just two years! Users are searching with the intent to take action, making neighborhood-targeted ads very effective in some cases.

And what about the future of mobile search? Revenue for mobile gigabytes is projected to decrease from $25/GB (now) to $5/GB by 2015. Carriers will likely need to develop new pricing models at that point, which will very likely result in changes in how we use our mobile phones.

The Growth of Mobile: Stats and figures that will shock you! A quick history and insight into where we should be spending our marketing budgets.

From today’s PR 2.0 post by Brian Solis today, The Decline of Traditional Advertising and the Rise of Social Media, we see that Forrester Research is predicting strong growth in Social Media and Mobile advertising spending over the next five years.

Social Media spending is predicted to grow by 34% from $716 million in 2009 to a forcast $3,113 million in 2014. Advertising on mobile devices is expected to grow by 27% from $391 million in 2009 to $1,274 in 2014.

Why is this no surprise?

  1. Social media is more easily accessibly on mobile devices
  2. Mobile devices are more accessible (read cheaper) to own than laptops and desktop computers, so more people have them.
  3. What do you carry with you all the time? Your keys, your wallet and…. that’s right, your cell phone.
  4. People are much more accustomed to getting information anywhere anytime, than having to wait to look it up at a specific location, like a library, newspaper stand or even their own desktop computer.
  5. People are much more mobile, traveling more frequently, because being away from the office doesn’t mean being disconnected from work.
  6. Your mobile device is personal and social media keeps you connected with all your friends, colleagues and the relationships that make your world go round.
  7. Mobile application development is rampant.
  8. Smaller is better (i.e. carrying a phone instead of a laptop) and your phone is not just a phone – it’s also your email, your SMS, your Facebook, Twitter, LinkedIn, web browser, your music and almost anything else you want to use it for.
  9. Attention spans are getting shorter and quick messaging is en vogue
  10. Your mobile device is the only thing an advertiser can be pretty sure paying attention to when you’re available to receive information
  11. Because everything is digital it’s much easier to track usage, trends and customer behavior online than it was with traditional media and this leads to innovative ways to personalize information so that it is valuable to each consumer.

If you’re not participating in social media yet, jump right in. As Brian says “Participation is Marketing” and you have to participate first as a person (not a marketer) in order to understand the medium and how to work within it.

Putting the Public Back into PR

I highly recommend Putting the Public Back in to PR by Brian Solis and Deidre Breckenridge. The marketing field is evolving and you need to know how to keep pace with it.