If you're confused about whether or not mobile marketing is ready for greatness, you're not alone. It's been on the verge of being the Next Big Thing for years now, and all of these false starts have marketers frustrated.
On Friday, eMarketer published an interesting story about the skyrocketing cost of these programs -- up 10x in just two years. Nearly eight in 10 people in a recent survey did not even look at ads.
The potential here his huge -- mobile phones are the most ubiquitous personal device out there. One that is connected. A marekter's dream. But mobile marketing efforts have to center around two key priorities: personalization and ease of use.
I was recently in Northern Virginia. When I travel out of town, I like to find jewelry supply shops to feed my jewelry design hobby. As I pored over the phone book, trying to figure out the distance of towns that were unfamiliar to me, it occurred to me that it would be incredibly useful to be able to send a query for local shops through my mobile phone. Such an application could be fantastic for restaurants, shops, hotels, points of interest -- just about anything. Tie it in with an offer that could be redeemed from my phone, and this blogger would be one happy traveler.
Alas, it's a pipe dream right now, but if mobile marketers are listening, that's my armchair consultant's take on the key challenge. When you give me something that saves me time or money, I'm interested. When you spam my mobile phone, I'm not feeling the love.
What's your prediction or wish for the future of mobile marketing? Share your thoughts in the Comments section.
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