Mobile marketing is going to make some major moves in 2013 - just not how most imagine.
Following up on our list of Top 10 Mobile Marketing Initiatives of 2012, it's time to look at some trends we'll see emerge and/or evolve in the year ahead.
Among the most prominent (not necessarily in this order):
5. Mobile Advertising Picks Up Speed (For A Time)
According to Forrester Research, mobile ad spend will boom next year - to $15 billion. Why? Because consumers now spend 10% of their media consumption time on mobile devices, yet mobile attracts less than 10% of ad dollars. The firm reasons that the old school Internet's ad growth from 8% of spend to 22% of spend means mobile must follow course (even though marketers get less and less from that increased Internet spend). But, the firm says, even a small step toward closing the gap will mean big dollars for this medium.
I'm not completely convinced. As a marketer, I find mobile advertising a bore (even some of the newer, much hyped expandable ad units). As a consumer, I find it all a snooze fest.
Mobile's far more powerful than just trying to replicate ad models from the old school Internet and... Read more
I recently saw this outdoor ad at my subway train station in NYC.
It's advertising a mobile survey app. A couple of thoughts come to mind after seeing this:
1) I wonder how effective panelist recruitment is using an OOH ad like this? I'm sure average New Yorkers consider themselves "Opinionated" but would they actually stop and read this ad? And if they did, how effective can it be when the branding so terrible? There is a shot of the app with the "Surveys On the Go" logo and very small text at the bottom saying to search for the app. Why not add a QR code to this ad? (For the record, it was in an area where cell phone service was still accessible).
2) I wonder where else they are recruiting panelists/users. Are they specifically trying to recruit urban respondents? How representative would their users be for research purposes?
3) Has mobile research arrived? There are more and more survey apps popping up in app stores. Common online panels are asking their panelists to download apps and take surveys on their mobile devices. Are mobile survey apps the future for market research? Many companies are investigating how and... Read more