Wat kunnen we de 2de helft van 2012 van Mobile Marketing verwachten?

Deze Linkedin Group is met 60.000 leden uitgegroeid tot een van de grootste Linkedin Groups op gebied van Mobile wereldwijd. De group biedt de mogelijkheid contacten te leggen met de 60.000 leden die op een of andere manier iets doen met Mobile Marketing of Mobile Advertising. Naast de netwerk mogelijkheden met marketeers, mediaplanners, exploitanten, ontwikkelaars, creatieven en investeerders, kun je in deze Linkedin Group ook nog Nieuws, Vacatures en Discussies vinden en stel ik regelmatig de vragen, waar diverse mobile experts op kunnen reageren. Dit maal:

Where is mobile marketing headed during the 2nd half of 2012?

Reacties:

Matt Tyrrell (App Solutely Wireless)• “One issue I see is many of the mobile developers are designing for the devices of today and not tomorrow. By the time every business finished gathering their email lists, something new came out. The market now is getting a mobile presence, yes. But the market is moving towards that of many years ago, where the salesman is the brand, not the company. By creating an interactive contact page that can be saved to a device is how I feel mobile marketing is moving. There are a lot more self-employed consultants than in the past as a result of the move to a younger workforce.”

Ron O'Ferrall (urLocus)• “The 2nd half of 2012 for Mobile Marketing will be explosive with new ideas, but perhaps oversaturated with mobile startups competing in similar spaces such as applications, SMS, mobile payment systems, and the trendy SoLoMo trend. However the winners in 2012 will be those that offer vertically specific solutions, hyper-localized markets and/or mobile consultation. Many mobile-centric companies are trying to over complicate what consumers truly seek and what products, businesses and personalities should use as tools. Losing focus to the fact that our mobile devices are personal and the last frontier between the noise of irrelevant advertising will be an ultimate fail for marketers and agencies that don't connect with the right mobile partner. Other wins will be through collaboration vs. competition. "A rising tide, lifts all boats" as is true in the Mobile Industry. Striking alliances and partnerships with mobile companies that offer varied services and technologies but parallel goals will also prove successful”.

Richard Otto (Lumata) • "Mobile Marketing & -Advertising is still in the first steps stage. It has a big potential, but let's face it: ROI is often not quite clear. Mobile still does not have a steady place in the budgets of most advertisers and agencies. With the growth of mobile payment options there will automatically be more focus on measurement of mobile projects. Less budget will go to 'another app' and more to less expensive ROI focused mobile sites and landings pages with a stronger focus on a call to action."

Adam Linn (Story Behind The Store) “Most small business owners are eager to join the mobile marketing revolution, but they don't have the technical expertise to harness the power of mobile advertising. You can draw an exact parallel to 15 years ago, when businesses knew they needed a web site, but did not have an easy one stop shop to go to build a site for them. I don't think mobile marketing has to wait on mobile payments, it's just getting advertising tools business owners can actually use in there hands.”

Michael Birkeland (Placebo Effects) •”I agree with Adam. I think its easier to show ROI on mobile than nearly any other platform. Of course it´ll depend on what kind of marketing you´re doing, but there are certainly a lot of tools out there for marketers to use. But the fact that a mobile is an inherently and deeply personal device makes it ideal for tracking and showing ROI (where there is actual ROI). No need to wait for mobile payments. Thats just my two cents”

Dr. Mohammad Naghi ( Brain IT) • “Different expectations regarding the Mobile Market, most of them very optimistic. Yes I agree with David that this is the time most CEOs just recognized that thier IT department head, does not know anything about Mobile technology. But I should summerize with one single factor for those who know how to develop Mobility, which is the QUALITY of service provided. We should confess that a big percent of Mobile market lack quality in UI/UX, so, it is still only the small percent serving high quality apps, will get the big percent of profits.

Myles Olson (urLocus) • “Simplification is the next step. Companies have tried CSCs and QRs with some success. Apps require smart phones, and at least half of all phones aren't, for now. How about 10 digit opt in/opt out marketing where we can track responses from smart phones and uptake from everyone. We can even embed video if it is a smart phone. This platform is so simple to use for the consumer and business, anybody can do it.”

Aubriana Lopez (Digital Element) • “The future of mobile marketing is all about location and relevance- serving up relevant content while consumers are in a specific area. Although there are many small companies that are doing bits and pieces, no one owns that space. The main challenge is encouraging consumers to opt-in (provide an incentive) in order to further market to them. Due to privacy laws and regulations the consumer has to actively choose to partake in a program or app. This presents the challenge at hand: Mobile Marketers must actively listen to what their end consumers want in exchange for their information. It may be a coupon, loyalty program, sweepstakes, etc. As marketing and advertising execs review various solutions they must ask themselves what is available that gives me the most data and best understanding of my customer.”

Tommy Crawford (ABI Research) • “The 2nd Half of 2012 will be more testing of the different platforms. The cost to run mobile campaigns remains low, compared to other media. The key to successful campaigns will be platform, relevancy, and location - all things that mobile can deliver. What you can bank on is that in the next 24 months more companies will test the waters and over time, as the market matures, the data will improve, the products available to marketers will improve, and the mobile marketing will become an expected part of your marketing mix.”

Scott Francis (Snap Lab Media)•” Mobile as a standalone idea or initiative will continue to grow rapidly in the second half of 2012 but the idea and practice of integrating mobile with traditional forms of media including packaging, print, radio and television will greatly accelerate mobiles growth and evolve mobile into a mainstream activity. Marketers need to be where there customers are. With many customers on the go mobile is a natural way to connect and engage. However much like old fashioned web sites just because you have one doesn’t mean the world will beat path to your door. It’s sort of like having a grain of sand in the desert. - It’s very hard to find. That’s why the integration of mobile with other forms of media is so important. Traditional media drives awareness and availability of your mobile sites. Once mobile, customers and consumers can be engaged and encouraged to share their new information /education, savings and entertainment finds.”

Joan Yankowitz ( Cellotape/Landmark) •” I've been involved in Mobile Marketing for the past seven years, and each year, the outlook gets brighter, but the explosion hasn't yet occurred. I think we will continue to make progress in fits and starts, and as technology continues to improve and more people use smartphones, mobile marketing will become a bigger part of a company's marketing mix. There are many great applications for mobile right now, but businesses are so far a little reluctant to jump in with both feet.”

Anthony P. Sheehan (Macadamian Technologies)• “One of the trends will be the continued proliferation of mobile optimized sites that may result in the slow death of m.something.com sites for the benefit of Responsive Web Design sites.

James Gross (Cellotape/Landmark)• ” Mobile Marketing will be driven by the consumers based on TWO criteria:

1. Type of Smartphone they own or WILL own in the next 12 months

2. Their mobile behaviors to the marketplace.

SMARTPHONES - in the next 12 months every manufacturer will be carrying an NFC Chip ( near field communications) enabled phone with preloaded apps for mobile payment options. iPhone 5 will have it and it is already in the Samsung Galaxy lines. Simple "tapping" will make interactive marketing part of our daily life. BEHAVIORS - this is the big question to what the ROI is going to be. Developers will have to build something worth using based on what consumers feel is useful. How we use our phones will be the key to mobile marketing success. Mobile Marketing will be explosive but not in the next quarter. The important factor for companies and advertising agencies is to have a plan in place now and story board ideas with potential markets. How do you tie in giants like Facebook with Yelp to see what your friends LIKE versus complete strangers for recommendations.”

Garrett Reynolds ( SparkPage)• "The important factor for companies and advertising agencies is to have a plan in place now and story board ideas with potential markets." I totally agree with that James - even if their resources are tied up elsewhere doing some pre planning for "going mobile" for any agency right now is a must. Regarding the tie in with the likes of FB & Yelp.... If I were to to do I would look upon it as I do with stock investments "only invest money (and time) you can afford to lose" and certainly do not make it a cornerstone of your business model. also ... I anticipate the growth of "no code" mobile site building tools. When I started off developing website building it was the realm of the full time developer and tehcnial enthusiast now with the availability of "point & click" website building tools anyone can build a site.”

Ron O'Ferrall ( urLocus)• “So long as NFC is permission based and non-invasive...maybe. We have to remember communication with someone in the USA is far different from a mobile user in Europe, SA or Asia. Americans love their privacy and are quick to complain, or even sue if some sort of permission based component isn't imposed.”

Hayley Pearce(Trademob) • “ It's essential, in an overcrowded app market, for marketing to be smart and inspired by real-time, accurate analysis of marketing campaigns across all relevant traffic sources. By aggregating hundreds of ad networks, app marketing becomes much simpler and campaigns can be optimised for greater revenue-increasing and user-yielding results. More sophisticated technology can overcome tracking hurdles (such as Apple's UDID ban) and will lead to more data-driven, fully optimised campaigns. We've seen a lot of companies already waking up to mobile marketing and its huge potential, just in time for much more sophisticated solutions for mobile marketing analysis and optimisation. Platforms like Trademob, with our data-driven approach and advanced fingerprinting anti-UDID tracking technology, make it much easier for advertisers to promote their apps and optimise their marketing campaigns.”