Mobilize Your Marketing Mix

In case it’s somehow escaped you, we’re living in the era of the smartphone.  Is there any item more indispensable than your BlackBerry, iPhone, or (for more and more of us) Droid?  Smartphones are digital security blankets (some of us have more than one), status symbols, and, for better or for worse, the first thing many of us pick up every morning.

Andy Serwer. Managing Editor – Fortune magazine. Android Calling. July 4, 2011

Photos: Apple and Motorola.

Well, if you sleep next to your smartphone, of course it’s easier to grab in the morning.  Yep, two-thirds of smartphone users do that.  And, 33% of our fellow citizens would rather have no sex than no mobile phone for one week (1).

Mobile marketing is hot, particularly smartphones.  The Pew Research Center reported that 35% of Americans own a smartphone (2).  That’s more than 100 million people.  On a typical day, 68% of all smartphone owners go online using their phone.

It’s no surprise that marketers are in overdrive figuring out how to optimize engagement and maximize experience for mobile consumers and customers.  In fact, a July research report (3) noted that 3 out of 4 marketers plan to increase their mobile marketing spending during the next two years, with 35% saying they will increase their mobile budgets more than 50%.

Check out this video from Google for more on the opportunity:

And here’s a snapshot about what mobile marketers are looking to achieve (from Millenial Media):

Headline For Marketers

Treat the mobile channel strategically and incorporate mobile into your marketing plans.  To maximize engagement and experience, optimize, target and refresh your content; and make sure it displays properly on all mobile devices.  The mobile marketing tools are there.  It’s up to you to leverage them wisely.

Harvey Chimoff is a hands-on marketing leader and business-wide collaborator who builds marketing capabilities in B2B/B2C organizations that drive customer success.

(1) TeleNav, Inc. national survey. August 3, 2011.
(2) The Pew Research Center’s Internet & American Life Project, April 26 – May 22, 2011 Spring Tracking Survey.
(3) Marketer Perceptions of Mobile Advertising. An Ovum study for the IAB. July 2011.

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