Mobile Marketing: How to leverage the mobile channel for marketing

Mobile Marketing: How to leverage the mobile channel for marketing

There are nearly 2.5 billion mobile subscribers worldwide with mobile penetration rates exceeding 100 percent in many industrialized nations. The growing use of mobile phones is changing our cultural and economic landscapes, including how firms communicate, interact and market to their prospects and customers. Marketers are beginning to leverage the mobile channel for marketing, a practice commonly referred to as mobile marketing.

The recent Forrester Research study ‘Interactive Marketing Channels to Watch in 2006’ reported that 43 percent of the 259 United States marketers questioned have to or plan to begin employing mobile within their marketing mix in the next twelve months. A 2006 study commissioned by Airwide Solutions of 50 United Kingdom brands found that 89 percent of them are planning to employ mobile marketing within the next two years, and within the next five years 52 percent of the brands will allocate up to 25 percent of their marketing budgets on mobile marketing. By 2011 marketing spend on mobile marketing and wireless advertising is expected to range from $3.5 to $14 billion, and the mobile content market is expected to generate more than $35 billion, up from $16 billion in 2006. Finally, the Mobile Marketing Association (MMA) 2006 ‘Mobile Attitudes and Usage Study’ found 82 percent of consumers report that their mobile phone is ‘highly to moderately important’ to their daily life, and 79 percent say that they are ‘highly to moderately dependent’ on their mobile phone. The use of the mobile channel for marketing is here to stay, but there is still much to learn regarding its effective use.

  • The ‘Latest Thinking in Mobile Marketing’ Henry Stewart Talks series will focus on: 
  • The mobile marketing ecosystem and how key players can improve ecosystem efficiencies by working together 
  • Mobile content’s expanding role as the creator of mobile relationships and driver of revenue 
  • The challenges and opportunities for mobile advertising as a growth enabler of mobile commerce 
  • How the mobile industry, regulators and associations must together face the challenges and provide value to a rapidly expanding mobile marketing industry 
  • How new mobile technologies will drive future success in the highly personalized world of mobile marketing

Listen to all 11 lectures at Henry Stewart Talks.

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Michael Becker is an intentionally recognized identity & personal information management solutions strategic advisor, speaker, entrepreneur, and academic. He advises companies on personal information economy business strategy, product development, business development, and sales & marketing strategies. He also represents them at leading trade groups, including the Mobile Ecosystem Forum. Michael is an advisor to Assurant, Predii, Privowny, and Phoji. He is the co-author of Mobile Marketing for Dummies and a number of other books and articles related to mobile marketing, identity, and personal information management. He is on the faculty of marketing of the Association of National Advertisers and National University. A serial entrepreneur, Michael founded Identity Praxis, co-founded mCordis and The Connected Marketer Institute, was a founding member of the Mobile Marketing Association (MMA), and was on the MMA board of directors for ten years and was MMA’s North American Managing Director for three years. In 2004, Michael co-founded iLoop Mobile, a leading messaging solutions provider. In 2014, Michael was awarded the 2014 Marketing EDGE Edward Mayer Education Leadership Award for his commitment to marketing education.

Michael Hanley Ball State University
Michael Hanley

Michael Hanley is an Associate Professor of Advertising in the Department of Journalism at Ball State University at Muncie. He teaches mobile marketing, advertising, branding, media planning and buying, and mass media research.

His personal research focus is mobile marketing and advertising. He is recognized as one of the leading academic mobile marketing researchers in the U.S.

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