Mobile marketing is on the move as businesses discover the benefits of advertising to mobile phone users with convenient access to web browsers. As mobile ownership is on the increase world wide, the opportunity is ripe for businesses to promote their products and services through mobile marketing.


In its latest report on “Internet Trends” (April 2010), Morgan Stanley reported that the use of the Internet remains robust with 5 countries representing over 40% of the world’s usage. In 2009, Internet users from the USA and the BRIC countries of Brazil, Russia, India and China alone totaled 1.8 billion people. (Source: Morgan Stanley Research)

Morgan Stanley has also predicted that:

“Mobile will be Bigger than Desktop Internet in 5 years”

Mobile advertising is predicted to surpass advertising spend on current online search and content networks in the near future.

It is gaining momentum due to its ability to reach a wider and more targeted audience compared to TV, radio, billboards, newspapers and other forms of online advertising.

Text messaging via mobile phones is a convenient way in which to distribute your business’ advertising message. It also tends to produce a higher open response rate in comparison to more traditional forms of marketing.

Higher Open Response Rates

Gauher Chaudry, a well established online marketer stated in his recent report on “Making Money with Mobile Marketing” (2010) that:

  • Mobile marketing generates a 15% – 20% response vs a 1% response with conventional media.”
  • “Mobile marketing works because advertisers have better control of their marketing message. In fact, text messages have an open rate of 97%.”

Drive traffic and increase sales conversion rates

Alex Barza in a report titled “Fortune 100 Retailer Discovers Mobile Traffic and Harnesses Potential with Google Mobile Ads”  reported impressive results by a Fortune 100 company which adopted mobile marketing:

“Discovered that three of the top ten sources of visitors were coming from high end mobile phones such as the Iphone, Android, and Palm.”

“Looking further into eCommerce tracking, Alex also realized that not only was the retailer seeing a lot of mobile traffic, but that the traffic was converting to online sales.”

“Within the first three months of investing in mobile search advertising, the retailer saw almost a 6:1 return on their investment.”

Next Steps

A business owner who wants use to mobile marketing should take the next steps to:

Find suitable Mobile Advertising Network(s)

There are many mobile advertising networks to sign up with. Consider the objectives of your marketing mobile campaign to assess which network suits your requirements.

Advertising networks include AdMob, iAd, Jumptap, AOL, Google, Yahoo!, and Nokia, amongst many others.

Optimize Web Pages

Optimize your business’ web pages so that they can be suitably tailored to display ads for mobile web browsers. Ensure that visiting your business website is a user friendly experience for all browser types, including mobile users.

Promote your Local Business

There are huge opportunities for businesses to advertise to people who are searching for location based services. Many people use their mobiles to find businesses when they are on the go. For example, a person is out and about and needs to locate a good restaurant quickly that is convenient to their location – your mobile ad may just be the trigger to prompt a visit to your restaurant.

Marketing Mix

Aim to include mobile marketing as part of your overall marketing mix – determine your business objectives and set a budget for your mobile marketing campaign as part of your overall advertising spend.

Ensure that the message delivered through mobile marketing is consistent with your corporate brand. Regardless of your marketing efforts – both online and traditional – a consistent message should be conveyed to your prospects and customers.

Mobile marketing is a powerful marketing tool for your business. It’s a trend that is here to stay and the time is ripe for your business to increase brand awareness, traffic, sales, and profits by marketing to the ever increasing number of mobile consumers.