Mobile Marketing Trends 2011

What will be the trends on Mobile Marketing & Mobile Advertising for 2011?

Saransh Verma •
1. companies will do more of mobile advertising.
2. general ppl will opt for "do not disturb" services on their cell phones, since mobile marketing is pretty annoying on cell phones.
3. eventually mobile marketing will loose popularity due to privacy issues.
4. Still the world population is huge, there is so much of possibilities that more people will be influenced by mobile marketing.
5. the main target could be teenagers, college going students.
6. In 2011, mobile marketing will increse at a decent rate, since there are huge possibilities and untapped markets.

Bret Pawlowski •
Mobile Coupon promotions, distribution and redemption ecosystems will grow in 2011. Look for big developments in tracking, measuring and promoting mobile offers. Las Vegas, San Diego, Los Angeles, New York and San Francisco will be a major launching points to demonstrate the power of mobile offers, check-in and reward loyalty programs.

Dave Lobo SEO, SEM Certified Marketer •
SMS & location based mktg should take off. I agree with Bret, we should see mobile coupons grow/evolve

Vivek Gour •
Monitoring tools are going to be launched & this will increase the confidence of the advertiser for mobile advertising & marketing

Itay Gadot •
Huge portion of the spend will be allocated for in-app advertes, especially games, sports, ebooks and entertainment. Advertisers will seek to better segmentize their target audiences. On the developers and publishers front, we'll see an increase of NET eCPM reaching as high as $3 and more. Contact me to learn how to make $3 NET eCPM.

Dee Nott •
If used correctly this will be huge for businesses. Unsolicited messaging will only hurt businesses and render it ineffective, worse still cause people to avoid any further contact! Permission marketing will extend to this medium as people will opt in to special promotions and actually look forward to receiving the text messages with offers they want to receive. This is a large part of our marketing as well as our clients. Just beginning to realize the many possibilities!

Bret Pawlowski •
Additionally, as environmental issues continue to plague our planet, the common-sense use of mobile devices and mobile coupons will help reduce printing and the high costs associated with deliver printed promotions. This year we will see a only see 10% decrease in coupon printing but a greater penetration of mobile offers that yield greater returns for advertisers, provide consumers with more value and reduce the need for expensive print distribution. 2011 is the first year of a major shift away from printed coupons but the results of this will be long lasting and significant. Bret Pawlowski www.BrandsInMotion.com

Neil Marshall •
Relevancy is the one and only key to making Mobile Marketing acceptable to recipients. So permissions based, rewarding and loyalty programmes will make inroads during 2011. Agree with Vivek that Monitoring tools will play pivotal part in confidence building with brands and advertisers and with Dee as to how harmful unsolicited messaging will be.

Quentin Brown •
Pretty poor if my recent experience is any indication. I was sent a QR code for a promotion by a large company but it sent me to their site that was almost impossible to read on my android as the site was not Mobile ready.Maybe someone should tell add agencies that if your going to advertise to mobile users then you better have something they can read or your just pi$#^ in the wind.

Execution was fantastic delivery was abominable.

Frederic Dumeny •
My 2 cents
1/ Targeting : exact targeting & caping will become normal in Mobile advertising as it is on digital advertising
2/ Branding : Brands will understand that mobile is not an ROI media. Brands can largely benefit from providing entertaining & relevant mobile services.
3/ Location Based Advertising : most platforms are ready, hopefully 2011 will finally see large location based campaigns

Bret Pawlowski •
I agree with Frederic except that mobile is an ROI media and also a brand equity building platform. The tracking features available now and in the near future make just about everything measurable and when you can measure clicks, impressions, transactions, likes, shares, friends etc...you can apply those numbers to ROI.

Mitch Carson •
I agree with Frederic's points 1 and 3. I do believe brands can create measurable ROI with local. IT is the wave of the future and jump on.

Frederic Dumeny •
On my point 2/ I meant non ONLY a ROI media....

Regina Leung •
My thought: It will be more efficient for consumers, more profits for company.
* location based advertising (LBA)

* QR code promotion

* e-loyalty program

Dilip Mistry •
1. SMS Marketing/Mobile Web display/ Mobile Search will continue to be mainstream mobile marketing media in 2011. Everything else is best described as being experimental at best IMHO

2. In-App Ads will conintue to be 'sexy as long as reach is not a goal. Driving reach by developing for fragmentented device/OS market will continue to be painful for all.

3. Consolidation amongst Mobile Ad Network will intensify and top end mobile agenices will become shopping targets for the big 5

4. 'Local' in mature markets and good old fashion mobile reach media in emerging markets

Saransh Verma •
Mobile marketing will be more precise in reaching its target only....there are 2 problems in doing bulk sms marketing without selecting the target only:
1. companies spent a lot of money on non- targeted population which is just a cost without any return.
2. people who are not interested in a particular service of product will not going to appreciate receiving sms about them, so the goodwill of the company will be at stake. no company would like to irritate people in general.

Rahul Verma •
Smarter sharper analytics and ROI

Scott Francis •
Integrated promotions using 2D / quick response codes and mobile web sites built to match with complete analytic reporting. The QR codes will be on print material packages and buildings that will make the promotions "self selecting" and targeted. Everything you need to do this can be found at SnapLabMedia.com

Sergio Scardia •
Mobile advertising will be the next big thing all the big investors will want to be part of

Stephen McCarthy •
2011 Mobile Trends
1. Location based advertising: this will start to really pop
2. Tracking and analytics: will get more involved and justify large investments in markeitng dollars
3. Mobile Couponing: will become the norm

James Cooper Mobile Mktg Consultant •
SMS marketing since its permission based will continue to explode in 2011. Educating businesses on the correct marketing and promoting will be the key factor. I do see QR codes running into issues since most applications don't clearly indicate the user will receive more updates on their phone, thus a negative backlash could occur in the mobile industry with these QR codes. However, I do see Mobile being a big contributor in the marketing arena.

Ishrat Siddiqui •
Mobile Marketing and Advertising are in the unavoidable future....Privacy issues will have to be sorted out...perhaps spam blockers like in email engines....
Free-bes will be dished out to get people hooked....
Regional and International initiatives will mushroom, with young companies joining hands with the giants to provide specialized solutions...
A very interesting and potential scenario....Ready ...set....Go!

Salvoni, David •
Segmentation and monitoring tools will be key. We are currently in the process of launching a mobile app network for a group of radio stations allowing multi-channel advertising opportunities. What will be key is ensuring we can track and report on demographics in order to entice brands and advertisers.iPhone & Android will definitely reap the most benefits as the possibilities to tailor the user experience become greater and greater. Geo-fencing, couponing and AR will come along in leaps and bounds in 2011.

Pramod SN •
Mobile advertising is big thing as advertisers will begin to see the mobile as real estate which can get good number of eyeballs and conversions if properly targeted. However, sending bulk SMS'es will do no good other than burning hole in the marketing budget. Brands should try to build comelling experience and help register the message in the minds of the recepient. Further, idea of dynamic app which permanently resides on the phones of the target audience but updates the content within in it periodically might be good approach (similar to webiste). However, making the app permanently reside on the phonetop (without being deleted) involves considerable marketing effort of creating bells and whistles with loyalty benfits attached...

Fabrizio Caruso •
I believe there will be a significant increase in the following areas:
1. Permission-based mobile advertising (messaging might not be as cool as apps, but it's more effective, anyone understands it and brands love it). Key is relevancy and opt-in. 2010 proved to be a very good year already.
2. Localization of offers and coupons
3. Apps, Search and Mobile internet will continue to grow, but I believe will still be used from a niche of advertisers (largely mobile-related companies, such as content and application providers which I don't necessarily consider "advertisers" and handset manufacturers).

Dilip Paliyath •
The term Mobile Marketing been abused in several markets by spamming without any ethics. Obviously the market will move in to opt-in campaigns since the spamming is contributing negatively to the brand value. So the marketing companies and brands should adopt the term Targeted Marketing and equally concentrate on mobile as well as community marketing.
As per TRA UAE, resent announcement, UAE have 99% of its population using mobile phones and 55% of its population have registered their profile in social networking sites, out of which 97% is in Facebook.
How can a brand or business ignore those new media to reach its consumers.

Charles Edwards •
In the coming year, you'll start to see some NEW things in the US market: On demand in real time video will start to be more in the public eye, especially for Sports (it's sweet spot). Near Field Communications will get a goose from google (with android of course and a OEM tbd at a later date) and voice will be start to be popping up in more things.

Jason Koepsell •
Our company has been offering mobile marketing for a little more than 7 months now and have integrated it into our subscriber base as a cell service provider. The feedback we recieve from our customers has really shed light on what consumers react to and how different mobile couponing and promotions are recieved. Solid marketing strategy and keyword advertising will be critical to the success of any companies mobile marketing as it takes off like crazy in 2011. Mobile Website integration and in text linking will also be key.

Pepe Subirana •
SUMMARY so far:

1. SMS Marketing/Mobile Web display/ Mobile Search will continue to be mainstream mobile marketing media in 2011. BUT: Mobile marketing will lose popularity due to privacy issues. Users will opt for "do not disturb" services on their cell phones, since mobile marketing is pretty annoying on cell phones.
2. LBS: Location Based Advertising.
3. eCOUPONS / eLoyalty Programs: Mobile Coupon promotions, distribution and redemption, check-in and reward loyalty programs. Use of mobile devices and mobile coupons will help reduce printing and the high costs associated with deliver printed promotions. Relevancy is the one and only key to making Mobile Marketing acceptable to recipients. So permissions based, rewarding and loyalty programs will make inroads during 2011.
4. IN-APP adverts: Especially games, sports, eBooks and entertainment.
5. QR (quick response) code promotion.
6. Exact TARGETING: Monitoring tools are going to be launched & this will increase the confidence of the advertiser for mobile advertising & marketing. Exact targeting & caping will become normal. The main target could be teenagers, college going students.

Richard Otto •
"11 trends for mobile in 2011"

Your mobile strategy will go beyond the iPhone and iPad
• In 2011, businesses will recognize that having an iPhone application does not constitute a real mobile strategy to achieve their goal of increasing reach
• With more than 1 billion smartphones expected by 2013, this is a growing market with room for many other players such as Android, BlackBerry, Windows Phone, Symbian, HTC and Samsung
• Gartner has predicted that mobile application downloads will surpass 4 billion in 2010 and grow to 21 billion by 2013

Android fragmentation will be a major challenge for all
• Older and lower-performance Android devices experience performance issues
• Original equipment manufacturers such as Motorola, Samsung, LG, HTC, Huawei and Sony Ericsson customize their version of Android for differentiation

Tablets will appear in every home and will need tablet applications
• OEMs such as Apple, Research In Motion, Samsung, LG, HTC, Acer, Cisco, Dell, Motorola, OpenPeak and Viewsonic will all have their own tablets in 2011
• In 2010, Apple will sell more than 10 million tablets and Samsung 1 million-plus, while Gartner predicts more than 55 million tablets will sell in 2011

The number of active users will be more important than the number of downloads
• Most businesses today do not know what is happening inside their applications, hence only report on the number of downloads
• Improved analytics will enable businesses to optimize applications and the user experience
• Strategies to drive continued usage – which leads to revenue – will become more important than strategies to drive downloads

Social will differentiate the mobile application experience
• Thirty-five percent of Twitter’s active users access the service through their mobile device
• Two million Web sites online – not mobile yet – have adopted the Facebook “Like” button
• Mobile consumption habits are different than online and social will play a role in providing a unique mobile experience

Mobile-exclusive brands and content will have success
• Traditional publishers will launch new, mobile-only brands
• Vertical-focused content will be used to create greater user stickiness
• Mobile applications leverage new distribution channels and, as a result, new discovery options

Paid content will have limited success due to infrastructure
• Outside of iTunes, it is not easy to buy physical or virtual goods on your smartphone today
• Major infrastructure and billing improvements are required for mass adoption of paid content and micro-transactions on mobile
• Billing fees of around 30 percent are not going to work for major retailers and publishers who want to build a premium revenue stream from mobile consumption

Mobile applications and the mobile Web will get hitched and play nice together
• Operating systems creators are making it easier to launch applications leveraging Web technologies and skills
• Applications will heavily leverage mobile Web in applications as a means to scale utility and custom features cross-device
• The average user will not be able to tell the difference between a mobile Web site and mobile application eventually

Applications leverage near-field communications to become mobile commerce tools
• Android Gingerbread, which is the recent release of the operating system, supports an NFC API, generating a lot of interest
• Retailers will leverage NFC in applications to increase in-store purchase volume on a per-customer basis
• RFID chips embedded in smartphones will enable devices to become payment tools in both the physical and virtual worlds

Application security and threats will become important
• Unlike desktops, smartphones often store more personal information that is easily accessible by applications
• Application distribution channels currently do not require security testing, which will be an issue as the number of applications available reaches 1 million
• Developers will need to use techniques such as spoofing, tampering, repudiation, information disclosure, denial of service and elevation of privilege

Fragmentation across operating systems and device will grow exponentially
• Operating systems: Apple iOS, Google Android, Research In Motion’s BlackBerry, Windows Phone, Hewlett-Packard’s Palm, Samsung Bada, Nokia Symbian and Intel MeeGo
• Device: smartphone, feature phone, tablet, smart televisions, automobiles, netbooks, laptops and browsers
• All large players who are not going anyway anytime soon and will all have their own play to attract applications to drive differentiation
(Kunal Gupta)

Jason Koepsell • @Robert Text linking can be accomplished best by optimizing a mobile website for best resolution and layout and using a DNS small enough to leave a respectable amount of characters for your SMS advertisment. This way you can utilize click tracking for analytics. User must have a web enabled phone for this to work but since we are an operator already all our subscribers have web based phones. Also we have had a number of advertisers interested in supplementing traffic to their other social media and web sites to increase SEO relevancy. Hope that all makes sense.

Kunle Oye-Igbemo • The trend is going to be a B2C and B2B kinds of. Business to consumers and Business to Business. It will involve a few stakeholders in the telecomms, solution providers and Solid Backend database that is central. I have this working already.

Neil Marshall • All very interesting comments regarding Text Marketing, but does it go far enough. Surely things have moved on from sending a simple text message. Utilising Cell Broadcast you could send Brand images, pictorial or 2D vouchers and use that form of message to drive consumers to websites or footfall to stores. Add to that LBS and opt-in permissions and you have a powerful tool for 2011 and beyond. Take a look at www.eyeballs.mobi for example

Adrian Fleming • Mobile will follow consumer demand, not technical ability of devices. Consumers demand things "now" and mobile can deliver better than virtually any other format; it is more than push marketing with SMS campaigns and the like, it will give people what they want when they want.
Technologies such as digital watermarking and Apps such as CLIC2C will make printed materials and traditional marketing link with mobile much, much more effectively and without the need for ugly 2D codes that compromise design, image recognition that has variable results, expensive augmented reality tools or traditional SMS codes or URLs that are not necessarily engaging.
I hope brands put the thought and creativity in to mobile that should have been done a couple of years ago, rather than just talking about it or a best delivering a poor job or an iPhone App, as they feel that this is the only part of mobile marketing applicable to their business.
The "iPad" experience can be achieve on the mobile when done properly; mobile marketing should not just be positioned from a technical point of view, a really joined up approach to marketing and the part mobile has to play should be a reality in 2011.

Rachael Petralito • There is no doubt that Mobile Media has taken off like never before. Look around you - everywhere you look someone is either reading a text message or sending a text message! It's here and it will only get more widespread as businesses realize that thier emails are no longer working! I was fortunate to be asked to join iZigg Mobile Marketing a few months ago by a very close friend and am so glad I did. It has to be the best decision I've made in many years. iZigg's theme is "Go where the Eyes Are" - and thats because all eyes are on thier mobile device. An interesting statistic: "text messages are read within 15 minutes of being received". Now, if I'm in the market to figure out how to reach and build a client base - how would I do it... SMS messaging that how! The beauty of iZigg is that you will always be compliant. No more threats of sending emails to those that don't want. No more worries about wasting your time sending emails that arent read. When someone opts into your SMS databse then have the ability to opt out automatically on thier own. iZigg not only offers text messages, they offer it with shortcode 90210, the #1 5 digit number googled in the US, not some other 5 digit code that no one can remember. Additionally, our platform offers mobile coupons, raffles, instantly notification, the ability to add a photo, or a link virtual business cards and much more! If you are serious about SMS messaging and want to started using it now or if you want to join in as an Agency owner - now its the time. Come see it for yourself. www.izigg.com/getstartednow. Call me direct with any questions you may have and I will be happy to assist you! Hope 2011 is a much better year for all of us.

Geo George • Its important to tame the medium in countries like india where its growing 50% year on year -too many segments to handle - propositions that can come with value attached will sail- remember there are 650 million mobile users and 30 million smartphones -huge potential to wet your hands and get in

Shriram Gunda • Mobile advertising will became a opportunity to many companies in coming decade in many developing countries like India 3rd generation services are penetrating very fast, this will be a added advantage to many companies to build up their brands and to reach the targeted consumer, but selection of market and "DND" issues are major challenges in coming decade

Shriram Gunda • Mobile advertising must be like a "pull strategy" it should focuses on needs and tastes of consumers but not on market capitalization

Adrian Fleming • Brands will realise that mobile is critical; they will then engage with some people and companies who will do a bad job, deliver poor results and very little "marketing knowhow" or analysis, which is a shame. Unfortunately more people and organisations that are not skilled in what mobile can really deliver, will set up with little or no genuine advertising, design or marketing experience trying to make a "fast buck" and do the industry no favours. There will of course be those brands who are keen to deliver mobile correctly, set aside a realistic budget to reach a targeted audience across the relevant age range, it's not just the young, and make a real business case for mobile, they will find a good company to work with who can help them at each step and will deliver real value as the market grows, buy what could be as much as 300% in 2011. Mobile is not just about coupons, SMSs and social networking, it is a marketing channel and has as much, if not more power and potential uses than the web and print, and these will become more developed over the year and when done correctly consumers will value mobile not discard it and wish to opt out, as is all too often the case when poorly executed.