3 Critical Needs in Mobile Marketing

Last week I attended the 2010 Uplinq Mobile conference in San Diego, and I found myself sitting in a very large auditorium packed to standing room only with app developers, mobile marketers and wireless providers. You felt the energy and ubiquity of wireless communication, and how far and fast people are adapting to new behaviors. The room was buzzing with mobile devices as oppose to clacking keyboards on laptops. People tweeting, posting, FourSquaring, and emailing content. Content such as news, sound bites, check-ins, images and video. Within the conference there seemed to be several key themes that you could hear throughout the event. Themes that were driven from user needs and behaviors of today and in the future.  

Relevancy, Immediacy and Location

Relevancy is an understatement when it comes to content on mobile. Mobile content is laser focussed, immediate, and in proximity to the audience surroundings.  Mobile forces us to think beyond the application and more around the environment that the content will integrate into. The environment in and of itself is content when it comes to mobile because it alters and influences the user’s needs at the moment of the opt-in. As an example, the environment at a bus stop will influence the way you interact/or not with mobile than in a mall or retail store. The same can be said for on a college campus and a fast food restaurant. In fact college campuses alone have many different environments that will play a role in influencing the audience to opt-in.

Your phone knows you and where you are

In fact, your phone may know more about you than your mom does. As smart devices become mainstream, they become an extension of our lives. And marketers are leveraging this to be able to deliver content and services to you to help make your life easier.

Location-based marketing is becoming a priority in mobile marketing due to:

– People need and want immediate relevance

– Marketing to people’s needs based on who they are and where they are at the moment delivers a high opt-in return

Location based marketing is becoming more and more ubiquitous. Direct access to immediate, relevant content that is in context to user surroundings is a strong tactic in mobile marketing strategies. 

Candidates should be able to opt-in to a mobile campaign that in return delivers:

– Opportunities based on user’s interests and skills

– Information about opportunities within proximity of their current location

– Integrates relevant content from the environment into the mobile experience

Here are some highlights from the conference:

• Mobile use on Facebook went up 600% from last year

• Over 50% of Twitter users use Twitter over the mobile

Magic link is a new way to deliver multimedia, video seamlessly across all platforms, transcoded to work on any device, handsets, and computer operating systems through one simple url

• Pew Internet reported that 40 percent of U.S. adults use the Internet, e-mail or instant messaging on their cell phone, up from the 32 percent of adults who did so last year.

• Networks are becoming taxed with so much data traffic. The more advanced the smart phones become, the more data will be transferred over the networks. This places high demand for network developers to work on future bandwidth issues.

• The mobile app space is so over crowded. Developers, brands must spend the majority of their investment on promotions, and strategies to market. The superstore approach vs. boutique store to app market makes it extremely difficult for consumers to get relevant, quality apps. In result, app developer’s products are buried. 

• Recommendation models such as Xiam customizes the recommendations of apps to the consumers based on their profiles and behaviors. Application portal analyzes you. Also allows your friends to recommend products to you. 

• Peer to peer technology is here.  What is that you say? P to P is a cross platform communication and integration of services, games, information that allows you to communicate in real time (like multiple user) to multiple types of devices. From multiple operating systems including phone platforms and computers, you can collaborate in real time. (Think about playing a multiplayer game on your iPhone against people on Blackberry, Nokia, Droids and laptops all at the same time in real time.)

• Quallcomm is introducing Vision-Based Augmented Reality. It enables you to navigate and manipulate around 3d objects in real world on the mobile device. Matel is developing with AR on their toys. Think Augmented Reality virtual Rock’em Sock’em robots!

Want to see the mobile web in action in real time? Check out Bango Live!

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TMP Worldwide
Written by TMP Worldwide

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