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Mobile Marketing On The Rise?

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Now here’s the kind of prediction that I like to hear: eMarketer’s John du Pre Gauntt says that “2007 was not ‘the year of mobile marketing’ that it was advertised to be, and 2008 won’t be either.” I don’t have anything against mobile marketing itself, I’m just tired of the hype. So a down-to-earth look at the future of mobile marketing is what I want.

eMarketer’s key points:

  • Text-message–based campaigns will dominate
  • Mobile marketing affects many different industries—and it affects them all differently.
  • Consumers are resistant, especially to targeting based on personal information that their phone and/or provider will store.
  • Most mobile users are still paying for nearly all their data services, making them even less likely to welcome advertising on their phones.

emarketer: analysis of mobile advertising spend by format

The report also addresses the possibility of advertising revenues subsidizing subscription rates. This seems like the solution to a lot of problems: the mobile companies still get paid, customers get low enough rates to afford data services and advertisers get their creative seen.

On the other hand, advertisers might desire better targeting, customers are opposed to receiving more advertising and mobile companies would probably prefer to continue to charge both advertisers and customers at current rates. The eMarketer report realistically concludes that “Before mobile marketing can truly get moving, many obstacles will have to be overcome.”

Amen.

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Mobile Marketing On The Rise?
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About Jordan McCollum
Jordan McCollum is a staff writer for the popular marketing blog Marketing Pilgrim. She has worked in search engine optimization with clients including 3M, Little Giant Ladders and ADP. After graduating from Brigham Young University, Jordan joined the SEO copywriting team at the Internet marketing firm 10x Marketing. After 10x closed its doors in December 2006, Jordan became a freelance writer and Internet marketing consultant specializing in SEO. She also has extensive experience with web analytics, conversion rate enhancement and e-mail marketing. WebProNews Writer
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