Mobile Marketing Jumps the Shark—In A Good Way

Mobile Marketing is about to jump the shark—sorry, nuke the fridge—in a very good way. Yes, a lot of new marketing strategies sit on the cusp of mainstream popularity, but mobile marketing seems to be different. Why? In today’s Making Mobile Work: Real World Examples ad:tech Chicago panel, not one audience member asked, “How can I get my company to agree to invest marketing dollars in mobile?”  This is perhaps a happy indicator the medium is on its way to mass acceptance.

So what was there to learn about mobile marketing in the real world?

- It’s ideal for targeting the business demographic, but quickly gaining traction with others. Like beepers: First it was all doctors and lawyers—but a few short years later, everyone had one. So while most mobile sites and apps are optimized for smart devices, smart devices will soon catch on with the masses, not just the business classes.
- Think about the unique thing mobile devices can do that other platforms cannot. For instance, you can instantly present a contact number for a user to add into their address book.

- Users are more likely to download apps to mobile devices. Unlike computers, most of us haven’t yet gotten a cell phone virus so we’re not yet skeptical of clinking on links to download. Also, the service carrier monopoly we all hate is working in our favour here, by keeping unsavory third-party clients away from the dot mobi. 
- Mobile users have different usage patterns. One study showed that mobile access peaks at lunchtime—for workers unable to access personal email or websites from company computers.
-  The mobile device is ubiquitous. Survey says it’s one of three objects we can’t leave the house without. (The other two? Wallet and keys.) So plan your marketing strategy accordingly: we’re talking about targeting people out of home, on the go, and always wanting to stay in touch.
- Mobile messaging is short and concise—so adjust your message accordingly! There’s a lot that can be said in 35-140 characters. Make every word count.

Mobile has arrived, and it’s not just for the cool kids anymore.

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