PlusOne - Musings of a marketer

The Mobile Marketing in the News blog has this interesting report from the Mobile Marketing Forum in the USA. In some ways use of mobile in the USA is behind Australia but in other ways it is ahead. Considering Australia (and most of the world) had a several year head start on the US with use of SMS even by the public let alone marketers (due to a large part on non-cross carrier compatibility issues - most of which have been overcome) it has not taken US marketers long to really make use of this medium. By comparison, Australian marketers are standing still, despite our several year head start with cross carrier compatibility.

So heads up everyone - even basis SMS still provides HUGE opportunities for branding, consumer engagement and yes even branding.

Data charges by telcos are another cause for concern…

Mobile data prices in Australia have traditionally been hideously expensive.

Charges for web browsing, emailing and downloading files on Telstra’s new Next G mobile network can run as high as $15 per megabyte, meaning that downloading a single picture taken with a typical digital camera would cost about $50. Telstra charges a hefty $179 monthly for a 2GB mobile data plan. Australian: IT News

Telcos need to come to the party as 3 Mobile is doing with its $40 per 2GB/month plan. Untilkl then Australia is still comparitively expensive - enought to restrain progress in the WAP arena.

Mobile Marketing and advertising has been mostly text-based until now, but things are starting to change. More agencies and brands are starting to use richer mobile content to sell their brands.

That’s one of the main messages that came out of the fourth annual Mobile Marketing Forum session this week in New York City. Another message is that big brands like Coca-Cola are viewing Mobile Marketing as a key part of their strategies. Coca-Cola announced at the show it will launch a teen-focused mobile community site to promote its Sprite brand. The site, called The Yard, will include video.

“We’re out of the experimentation phase now,” says Laura Marriott, executive director of the Mobile Marketing Association (MMA), which sponsors the forum. “Mobile has become a viable option for the brands.”

That attention is bringing about an evolution in how Mobile Marketing and advertising is being delivered. About two-thirds of it has been done through SMS and premium SMS on an opt-in basis, but WAP sites that use banner ads are growing in popularity and video is expected to play a bigger role.

ABI Research says Mobile Marketing will drive $3 billion in spending this year but will grow to $19 billion by 2011. ABI also is forecasting that mobile video as an advertising channel will surpass SMS by 2011, with $9 billion spent on that medium alone. Source

An important aspect for marketers and advertisiers to remember is that mobile advertising does not exist in a vacuum It competes for inlcusion with all the other forms of advertising but should be purchased as part of a broad strategy that includes traditional media and Internet advertising.

Why include it - simply because if you want to reach an audience you use the tools that can reach the audience, and mobile phones are the best way of reaching them, anywhere…any time.

Comments welcome