Lily Creative Group - Pulse March, 2007

Peter Levitan - Ralston360

Speaking on Mobile Marketing

Mobile marketing is hot. So hot that even though it’s the new kid on the block, it's trending toward sizzling. Why? Simple. It just isn’t “traditional” advertising. You know the saying: No one watches TV anymore. Well, sorry to burst the balloon, but we all watch TV, and according to Nielsen Media Research, we watch it more now than ever. But that's not really why mobile is hot, though. The bottom line is that you and everyone you know has a cell phone ready 24/7.

According to Forrester Research, 43 percent of U.S. marketers use, pilot or expect to use mobile marketing in the next 12 months. As mobile breaks out in 2007, I'd say it’s getting mighty toasty out there.

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43% of U.S. marketers use, pilot or expect to use mobile marketing in the next 12 months

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It is time to take a hard look at this burgeoning marketing tool to make sure that we at least consider the benefits of the mobile marketing channel in every program we research and develop.

To keep this subject relatively simple, mobile marketing comprises the following delivery systems (terms courtesy of the Mobile Marketing Association):

SMS (short message service): This is often referred to as "text" or "text messaging." It's the ability to send text-based messages person to person (P2P); from person to application, such as a voting application (P2A); or application to person, as with an acknowledgement or information (A2P).

PSMS (premium SMS): Premium means the service user will be charged an incremental fee instead of the basic text charge. The transaction usually involves participation in a program, purchase of a ring tone or wallpaper, or something similar.

WAP (wireless application protocol): WAP is simply the wireless Web. When you access an Internet session on your mobile device, you access via a WAP session.

MMS (multimedia messaging service): Ever taken pictures with your phone and sent them to friends or e-mailed them? That's MMS.

Mobile video: It's exactly what it sounds like: watching TV, music videos, commercials and so on from your mobile device.

Mobile advertising: Like Internet or TV advertising initiatives, this is the ability to offer a call to action or brand banner within the mobile application, whether it's mobile Web (WAP), text messaging (SMS), pictures (MMS) or video.

It is easy to see why mobile marketing is quickly progressing from adolescence to maturity when you consider the size of the mobile market.

There were 207.9 million individual wireless subscribers in the United States by the close of 2005. This represents 69 percent of all households. (Source: CTIA-The Wireless Association)
In addition to voice, nonvoice technologies are becoming standard on mobile phones. Over 67 million people in this country text message every month, and nearly 75 percent of all mobile phones are text message ready. (Source: M:Metrics Study)
Over 115 million users have Web-enabled phones, and the number of multimedia phones doubled in 2005. (Source: CTIA-The Wireless Association)

In addition to the data, mobile marketing also delivers advanced one-to-one marketing opportunities. The channels for a brand to make such a direct and personal connection with its customers and prospective market are few. The mobile phone has the potential of being the ultimate relationship tool when you consider that mobile phones are personal and can deliver one-to-one communication, timely messages and mobile marketing programs with mass market efficiencies that are measurable. Furthermore, mobile marketing includes voice, text, Web, social marketing and video service messaging options.

No doubt about it, mobile’s hot. And, hot for all of the right reasons. All we marketers have to do is use it correctly and not kill this fine marketing platform with "junk mobile marketing." We’ve all seen what happened to the golden goose of e-mail marketing.

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To learn more about what Peter Levitan has to say, make sure to visit his personal blog, which includes his weekly audio podcast.

Peter Levitan's 360 View

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	- - - - - - - - - - - - - - - - - - - - - - - - - - • Marketers Confront a Brave New Marketing World September 2007: Al Nucifora sits down for a Q&A on the condition of marketing in the brave, new world we all live in.
	- - - - - - - - - - - - - - - - - - - - - - - - - - • DWT is the New DUI June 2007: Trend analyst Michael Tchong speaks on how the mobile phenomena is the world.
	- - - - - - - - - - - - - - - - - - - - - - - - - - • Peter Levitan - Ralston360 March 2007: Peter Levitan speaks on the effects and trends of mobile marketing.
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