Marketing to Mobile Users


Mobile Applications are now a major part of out online life.  We look at the most downloaded applications and who is downloading them. When it comes to either using or building applications, who is using them, what are they and will you reach the customer base you want to target. While the number of users of mobile phone sis enormous and growing, if you want to market your services, how do you tap into the mobile users that may use your product.  Mobile marketing offers the potential to achieve consumer interaction and engagement by the    enabling a consumer to interact with a company in different ways either a weblink, mobile browser, a text message, an email, or chat.  The issue facing marketeers will be the need to obtain “express consent” to deliver automated voice and text messages. But once a user is engaged, there is an enormous potential to tap a large number of users and the “recommendation” power of mobile networks. Facebook already claims around a third of its total 500 billion users are active mobile Facebook users.

Increasingly, Google searches are made on mobile devices and if your marketing tool is only via desktop site then travelers and visitors are likely to give up and choose a more user-friendly mobile site where they can access information quickly and easily.  A tourism site that is limited to desktop only may not reach its full potential.  However, any mobile campaign needs to consider the market demographics it is trying to attract.

The mobile advertising market in the UK alone is forecast to grow from £66.58 million in 2010 to £187.82 million in 2012, however, the expected forecasted ‘explosive growth’ in the UK mobile advertising industry since 2006 has since been estimated downward as numbers failed to materialise.  Instead,  mobile advertising is gradually evolving to communicate directly with the customer.  Interestingly mobile users seem more responsive to finding information on local services. For instance, about 7.79 million UK mobile internet users in 2010 said they were most likely to use their mobile to find local services, opening up the doors to location based advertising.


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