Mobile Marketing Trends: Social Network Ad Revenue to double in 2010
Kent McNeil
The
annual CTIA convention in Las Vegas is underway and as always with the CTIA
many new research reports have been released.One report from Informa has some positive data points
for the future growth of mobile marketing.
According
to the Informa ‘fact sheet’ mobile advertising will be a key agenda item for
the CTIA conference.Informa is
forecasting that US mobile social networking alone will reach revenues of $421
million USD, marking a 50% increase.
The
fact sheet continues to say the U.S. mobile social networking market will continue
it’s robust growth into 2013 when it is projected to breakthrough the 1 billion
revenue mark.
These
statistics, taking with a grain of salt of course, are interesting because just
about every report I have read or better yet the majority of the successful mobile
campaigns in the marketplace still utilize mobile messaging in someway as the
preferred channel to the consumer.
I
guess with more and more apps like Loopt and foursquare coming out, there are more
and more avenues for advertising but are these the type of adverts Mobile
Marketing is really about?
In
these reports, what actually qualifies as mobile marketing or mobile
adverting?
According
to the Mobile Marketing Association (MMA), the definition for mobile marketing
is:
“Mobile
Marketing is a set of practices that enables organizations to communicate and
engage with their audience in an interactive and relevant manner through any
mobile device or network.”
I
think that is as good a definition as any but it is still open to
interpretation.The key
phase for me is –interactive-.You
can put a sticker with your company logo on a mobile phone but that does not
make it mobile marketing.
One
of the biggest advantages of Mobile Marketing is having the ability to
establish a one-on-one connection with the consumer and uncover particular
consumers purchasing habits and then in-turn market a specific product/service
to them.
That’s
not to say this is the only definition but simply having a banner add on a
mobile is not truly mobile adverting in my opinion.
Kent McNeil is a recognized expert in the mobile financial services industry. He has helped wireless operators, international remittance providers and application service providers develop mobile financial strategies and commercialize their product offerings. Mr. McNeil is responsible for the mobile practice’s financial service offerings, its market research and overseeing client consulting engagements. Mr. McNeil also contributes to the mobile financial services information portal that provides industry insight and news to professionals around the world (www.mobile-financial.com). His specialties include mobile marketing, mobile applications, telecom open-source software (OSS) and business support systems (BSS) in wireless and wireline networks, enterprise application integration (EAI) open-source software, service-oriented architectures (SOA), service-delivery platforms (SDP) and business process management (BPM). He also manages DonRiver’s offshore teams.
Prior to joining DonRiver, Mr. McNeil served as an executive for Accenture, where he focused on network technology consulting, specifically on defining and implementing operational software solutions for Tier 1 wireless operators and telecommunications service providers.
Mr. McNeil holds a bachelor’s degree in Management Information Systems from the University of Texas in Austin.
High-Value Consulting
Email
Kent's Recent Blogs
Subscribe to RSS Feed
Follow us at twitter.com/donriverinc
