The Future of Mobile Marketing is Now

Mobile marketing is undoubtedly on the radar of every marketing executive out there at the moment. The question is, how can you cut through the noise and be strategic with tactics that aren't just “me too” but work to make you stand out from the competition and support the growth of your business? The number one reason for innovation in mobile marketing is innovation in mobile devices. For starters, a smartphone is no longer primarily a phone. It’s a mobile browsing device with a phone capability. As LiveIntent’s Julia Rieger stated, “2013 will be the year when Smartphones finally take center stage in delivering news and information as their primary purpose and when people finally realize that referring to them as 'phones' is a misnomer.”

Smartphones are swarming the market. A Pew Internet and American Life Project found that 53% of mobile phone owners own smartphones, and 88% of those owners access their email on their phone daily.

It’s clear that smartphones are everywhere in the US, and they’re attached to our hips 24/7. Smartphones present a marketer’s dream: they provide endless opportunities to reach out to customers via a GPS-enabled device that they voluntarily interact with daily.

And it’s not just smartphones. The growth of the tablet market is undeniable. Tablets entered the consumer world in about 2009 and have become an item most households own. A study by Pew Research Center shows that one in four American adults owns a tablet computer. These impressive figures tell us that the demand for handheld tablets is on the rise.

A mobile app or mobile-friendly website is no longer enough. Daily, as I speak with Locaid’s clients, they tell me about the number of customers downloading their apps. My first question to them – is anyone actually using the app on a regular basis and are you seeing the ROI you expecteced? If you've invested in an app I think you probably know the answer.

So how can you ensure the most bang for your mobile marketing buck?

By using Location. Location not only enables greater personalization but also adds a layer of verification to help prevent fraud and reduce the unnecessary admin costs of many mobile marketing campaigns.

The best location-based mobile marketing example is the use of Geofences to optimize app engagement. Geofencing provides a unique opportunity for merchants to target their advertisements at nearby consumers. When a customer enters a set radius, a company can push a discount on that customer’s favorite item through its mobile application.

Combine the use of geofences with a targeted mobile advertising strategy and you will increase engagement, footfall and ultimately, wallet share. Find out my 6 secrets for a successful geofence campaign in this Mobile Marketer article.

In 2013, mobile advertising will take center stage. Google will soon begin requiring that all AdWords clients buy mobile advertising space, even if they only want to reach desktop-computer users. In essence this means that mobile advertising will soon be mandatory.

Eoin Keenan in his blog on '3 Mobile Marketing Technologies to watch in 2013' adds that “A real opportunity is a one-off, temporary offers or create really local ads. Finally, it allows you to develop profiles of users based on their travel and location patterns – people that regularly pass your store can be targeted as a potential customer.”

The future of mobile marketing is now. Don't act and you will be left behind.