The $64 Million Question in Mobile is…
Posted by Kim on Aug 20, 2008 in Mobile Marketing, Predictions
Recently I had a discussion with a businessman who is jumping into the mobile marketing space. We talked about how to reach out to retail establishments and offer them mobile marketing as part of their overall marketing strategy. I shared with him what I thought his biggest objections might be (more on this later) and we also discussed the details of the technology to make it all happen.
At the very end of the conversation when we were about to hang up, he said, “I just have one last question. When do you think mobile marketing will hit the mainstream?” There, my friends, is the $64 million question.
When will mobile marketing be as normal as internet marketing – for businesses and agencies as well as consumers? When will going on the mobile web be as routine as Googling something? (What will be the made up word that weaves its way into our vocabulary like Google, which is a noun and a verb?) When will all our coupons, special offers and loyalty programs automatically be set up to go into our mobile devices and it seems exactly as it should be?
My answer to my colleague was that while I don’t know an exact date, and no one can, I am certain it will come around faster than the Internet did. Mobile marketing will integrate faster into people’s lives than any other mass media in history. The mobile adoption rate has already blown away that of any other technological device in history.
This brings me back to the objections my business friend will face when presenting his mobile marketing offer to local businesses. He will hear things like “My customers don’t text message. They’re not teenagers.” Now, this brings up the irony in mobile marketing.
In order for it to become normal to the mainstream businesses will need to start doing it. However, if they don’t start doing it, it will take longer to settle into culture.
My advice to any business considering mobile marketing is to jump in like it is giant swimming pool. Do the biggest canon ball of your life. Make a big splash and see what happens.
So, when do you think mobile marketing will hit the mainstream?
Jay Ehret | Aug 20, 2008 | Reply
It’s not like there will be this magical day, or even month, when all of a sudden mobile marketing is now mainstream. Every month that passes it gets more mainstream. So there’s no need to wait for “Mobile Marketing Mainstream Month.” If you’re interested, just jump in…now.
Chuck Sacco | Aug 20, 2008 | Reply
Using the Technology Adoption Lifecycle as a key to understanding the market, I think we have just moved from being an innovator market to being an early adopter market.
How quickly we move to the early majority will depend largely on success stories that come out of today’s market. Demonstrated ROI and successful consumer adoption across a number of demographics will help make this happen.
Successfully crossing the chasm to the early majority will be key to being mainstream.
Rick Julian | Aug 21, 2008 | Reply
I think the iPhone is quickly changing the face of mobile marketing, with staggering rates of adoption, market share, and mobile browser usage. I recently wrote about the magnitude of the opportunity here:http://tinyurl.com/2xwah7
LeilR | Aug 22, 2008 | Reply
Mobile marketing is starting to make a name on the marketing and advertising industry. The question is not for the mobile marketing companies and experts to answer. It’s up to the businesses and organizations to determine when.
Mobile marketing companies are just here to guide and provide support to companies, now it’s up to these businesses to be bold enough and integrate mobile marketing in their mix. If these organizations will be hesitant on how this technology can help them increase sales, then they are missing a big market here. As mobile phones are becoming man’s best friend.
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