Here is Motorcity's five predictions in mobile for 2012:
1. Mobile Ads More Enticing Than Online Ads – In 2012, mobile ads will continue to see click-through and engagement rates that dwarf standard PC digital advertising. Why? Mobile continues to provide unique and engaging opportunities for advertisers, especially with continued advances in rich media making the advertising experience more intriguing and fun for mobile users. Think about it. When ads can mimic games, higher engagement is a natural result. By the end of 2012, I wouldn’t be surprised if more than 50% of mobile campaigns incorporated rich media.
2. Mobile Sales Set Records For Retailers – When retailers look at their mobile sales in 2012, they will find their numbers to be larger than their first five years combined of online transactions. I predict that mobile becomes the most important marketing channel for business generally speaking and retail more specifically.
3. SMS Isn’t Dead – Even with the latest and greatest technology such as 4G connectivity and near ubiquity for broadband wireless access, text messaging will still be pervasive in 2012 and an important part of the mobile marketing mix. Smart marketers won’t neglect the foundation and reach that SMS provides for establishing customer interaction.
4. Mobile Becomes Critical For Business – As more and more people turn to their phones to reference information such as directions, store location and hours, it will be absolutely essential for businesses to have mobile optimized websites. In 2012, making information easy and accessible to potential customers is critical with an increased focus on facilitating commerce, transactions, loyalty and rewards. As such, it’s my guess that all major retailers will have a mobile optimized website next year.
5. Greater Adoption Than Expected – The barrier to entry for smartphones continues to lower spurring rapid adoption. While everyone can agree that smartphones will continue to increase in usage numbers, I predict that smartphone penetration rates in 2012 will actually approach 50% versus 45% which most analyst predict.
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