Mobile Marketing: A Necessary Element in your Next Multi-Channel Marketing Campaign?

Between the market research that speaks to the size and scope of the audience carrying mobile devices, and the new technologies available in mobile marketing, this will be a necessary element that your next multi-channel marketing campaign might very well have to include.


We all know advertising usually works best when it is placed within the context of big potential audiences.  In the U.S. market alone there are more than 85 million mobile Internet users, according to eMarketer, and will grow to 100 million by 2011.

Paul Rosenfeld, CEO and Co-Founder of Fanminder, a marketing service that helps small businesses send text messages to their fans, has some startling figures that anyone considering adding mobile marketing to their next multi-channel campaign should not ignore. Consider that:

  • There are four times the number of cellphones in the world versus PCs (4Bn vs. 1Bn) and 20% of all U.S. households are now “mobile-only”
  • Over 130 Billion texts are sent each month, up from practically nothing in 2000
  • Gen Yers (18-29) say their phone is the most important device they own
  • According to multiple analysts, Mobile Marketing and Advertising will explode from just a couple hundred million dollars in revenues in 2008 to $3 – 5 Billion by 2012.

These figures demonstrate why mobile marketing should absolutely be built into multi-channel marketing campaigns in order to connect to a potentially big audience. Additionally, new mobile technologies make this even more attractive. Take for example mobile barcodes.


2D barcodes

2D barcodes

With this new technology we can create targeted 2-D barcode driven promotions.   Send a 2D barcode via a text message or an email and your promotion, discount, or deal goes right into the hands of the consumer. Which they can access no matter where they are.  2-D barcodes can be read using low-cost wireless readers or via a new iPhone app. So, as long as they have the reader installed on their device, they can scan away and instantaneously receive news of your promotion.

Cell phone carriers, like Nokia and Sony Ericsson, are even pre-installing barcode readers–used to scan codes and then retrieve Web content–on many of their handsets. Thus, taking a step some consumers might not be proactively doing already.

What are 2D barcodes anyway?

Mobile Marketing and Technology explains: “1D barcodes are the codes on products that are scanned at a supermarket checkout. 2D barcodes can hold a much higher density of information. Typically, a scanned barcode is used to retrieve a Web page, or URL. Barcodes can be embedded in any kind of printed material such as product packaging, print advertising, posters and even Web sites. A camera phone can also display a barcode, which allows a reader to identify it.”

“Direct barcodes have the URL of the associated content embedded in the code. With indirect barcodes,  the URL is of an intermediate site where the code is looked up in a database and the corresponding content URL is returned. This means that the content URL is dynamic and can be updated.”

Audience and technology are only the beginning. The trackability mobile marketing offers advertisers is also worth mentioning, along with the Green, eco-friendly nature of it. Depending on your promotion, the necessity of paper and/or plastic that some restaurant loyalty programs, for example, typically utilize, suddenly become non-existent.

Not convinced? Questions? Read more: Mobile Trends2DTechnology.

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