The future is mobile...

The mobile phone is the most personal and immediate connection to a consumer. A Forrester report that came out recently indicated that among emerging platforms, mobile is the most promising.

Major brands have begun embracing mobile marketing spurred on by usage statistics. In the United States, 70.2 million mobile users sent a text message according to M:Metrics. Ovum reports that mobile advertising is projected to grow from an estimated $46 million this year to $1.3 billion in 2010. While we speak of text messages, as evidenced around the world, this is just the beginning as richer content marketing messages will be coming our way with MMS and video.

Mobile marketing actually encompasses four different channels-- messaging, mobile browsing, mobile applications, and mobile video.

Armed with the right data, mobile marketers are making ads relevant to individual consumers. If you're not already working in the mobile space, this may be as good a time as any to take a look.

Example of how mobile is used:

The Levi's "Gold Rush" campaign aired a TV spot during the Super Bowl offering viewers a chance to win a pair of diamond-encrusted jeans valued at $150,000. Participants responded with text messages to enter the promotion, and were then led to the Levi's website to follow clues to help them "find" the jeans. On the day the ad ran, 230,000 text messages were received; 20 percent of that number visited the website, 9 percent visited a Levi's store and 8 percent purchased a Levi's product as a result.

Big Picture Value:

The data captured during these processes provides direct, tangible insight into what the consumer desires. This data can then be harvested over multiple programs so as to provide the right message to the right people at the right time.

5 Steps to a profitable mobile database strategy

1. Define your market.
Identify whom you are going to sell to and how you will reach them. Certain mobile services are more successful than others if they are marketed at the right time and place.

2. Play by the rules!
Understand all the regulations as best you can. There will be differing Laws and rules for differing countries. If in doubt, asks the experts!

3. Have a viable Business and Revenue model.
Short Term: Low or sometimes even inflated introductory pricing may attract more customers, particularly early adopters of new technology Long Term: Research to determine the right price point & a select billing system that works for a wide range of target customers.

4. Choose the right mobile agency /technical partners.
It's vital to have connections a revenue sharing agreement with your mobile consultant/agency, who understand your business. Net Impact Media can help with all your mobile needs.

5. Offer the best content and applications.
Choosing the right content is vital. Customers can be attracted to branded content from a recognisable source. If you have agreements with content providers, make sure they understand and manage digital and copyright issues.

News about mobile marketing

5 Questions About Mobile with John Hadl (imediaconnection.com)
Bill Gates on local advertising: Yellow Pages gone in 5 years (zdnet.com)