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1. 6 Ways Mobile Marketers Can Reach Their Audience in 2012 Through 2014
6 Ways Mobile Marketers Can Reach
Their Audience in 2012 Through 2014
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Aspiring Mobile marketers are keenly watching the space for signs of convergence, for
consolidation among advertising platforms and for industry standards to emerge. In the
meantime, more aggressive players are actively mining the mobile device revolution for
increased sales and mindshare.
Here are 5 mobile channels that you can take advantage of if you belong to the "aspiring"
marketer category.
1. Mobile Display Ads
Movie theatres and movie industry insiders have been religiously tracking studies that show that
"avid movie-goers" use their mobile devices to get movie times and information "at the point of
decision". Studies show that this category of movie goers are heavily influenced by mobile
display ads.
To place similar ads, you should sign up with mobile ad networks like AdMob and Peerfly. Very
recently, on the heels of their purchase of AdMob, Google announced the introduction of
"location-aware" mobile display ads giving advertisers the geo-targeted mobile display
advertising capability. Google has linked this capability with its "Pay-per-call" model so that
advertisers only pay when prospects call in from the ad.

2. 6 Ways Mobile Marketers Can Reach Their Audience in 2012 Through 2014
2. SMS (Text message) Marketing
The SMS marketing category is still by far the most established of all the mobile marketing
channels. SMS stands for Short Message Service. SMS marketing campaigns generally work
by using Common Short Codes - the four, five, or six-digit numbers that subscribers use to send
SMS messages in order to receive coupons, promotions, and other branded content.
Research sponsored by neustar indicates that SMS-based campaigns achieve over a 90% opt-
in rate, compared to 22.1% for email. There is no better channel for database generation today.
SMS campaigns have demonstrated extraordinary pulling power when deployed in TV
advertising.
3. Mobile Search Advertising
Mobile search is fast coming of age, and Google and Yahoo (in particular) are angling to be the
default mobile search engine across mobile platforms. Currently, Google appears to have the
lead in this area - because of their brand, and their default placement both on iPhones and
Google Android-powered phones.
Google offers advertisers a robust set of targeting options on AdWords, including targeting by
mobile carrier or by operating system. Marketers can take advantage of mobile search to have
unprecedented access to consumers at the right "marketing moment".
Highlighting the importance of this consumer segment, 54 percent of users who researched
online and bought offline did so with their research on mobile devices (according to Google's
Retail Advertising blog). When you consider that a June 2010 report by Latitude Group that click
through rates are 200 percent higher on mobile vs PC searches within their client base, and "still
over 35% of searches on Smartphones do not contain sponsored listings", you probably realize
the opportunities in this area for marketers.
4. In-App Advertising (or AppVertising - Ads within Applications)

3. 6 Ways Mobile Marketers Can Reach Their Audience in 2012 Through 2014
Mobile apps are an increasingly significant advertising channel for marketers. Apple's iPhone
App Store now supports over 200,000 titles (and growing). Google's Android market has over
40,000 titles (and climbing) among others who have joined the app market dash.
Marketers may choose between working with ad networks to launch ads, or sponsoring apps
directly. Some of the advertising format options include using links, banners, and clickable
images (like logos) to deliver messaging to consumers who have proven willing to endure
advertising - in exchange for keeping most apps at 99 cents or free pricing. The promise of
locally-targeted app advertising only adds to the possibilities.
5. MMS (Multimedia Message Service) and Mobile Video
Although adoption has been hampered due to the complexity of the mobile ecosystem, the
diversity of carrier networks, and mobile platforms, research in the automotive industry has
shown that rich media ads resulted in double the click through rates of banner ads in controlled
testing.
Although Ad-supported mobile video is still a very small market ($35.1 million dollars in 2010 per
eMarketer), it is projected to grow at a 60 percent compound rate between 2009 and 2014.
Aggressive marketers targeting the young male consumer category may find it worth
experimenting here.
6. Mobile Social Gaming & Networking Ever since Mobile Game Town, a social gaming network,
ballooned to over 10 million users, with more traffic than Yahoo.com, and over $200 million
dollars in annual revenues, analysts and industry watchers have excitedly waited for other
breakout hits to emerge in this space.
UK-based Flirtomatic, a location-based "social flirting" site has also seen a lot of growth and has
developed a model that earns revenue from 15 percent of its subscriber base.
Conclusion

4. 6 Ways Mobile Marketers Can Reach Their Audience in 2012 Through 2014
If you have been putting off your first foray into mobile marketing, now is the time to launch an
earnest marketing effort in this space. For marketers, who decide to take the leap, your target
objectives can be:
Learn how to build targeted lists of mobile users
Work out offers and campaigns that resonate
Craft synergy between mobile, internet and other marketing channels
Whether your organization is a national brand, a local establishment or an institution, there is
most assuredly a place in mobile marketing for you.
Gogo Erekosima, The Small Business Digital Coach is the CEO and Lead strategist at Idea Age
Consulting - a Digital Marketing Consulting firm that promises to grow your small business by
24% or more in 24 weeks or less using their customized Business Growth Action MAPS.
Sign up today for a Marketing Opportunity Analysis. This consulting module uncovers strategic
marketing and business growth opportunities. This Consulting Package is valued at over $1500
dollars.
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