According the latest mobile marketing trends, one thing is clear: more people are searching, shopping and communicating on the go. With the explosive growth in mobile communication devices and widespread availability of WiFi and 3G/4G networks, users can access the Internet from just about anywhere – fundamentally changing the way we search for, use and share information. From a business standpoint, mobile marketing represents a huge opportunity.
Before leaping into the mobile marketing fray, it’s important to understand the fundamentals of this diverse discipline. In the past, mobile marketing referred to company-sponsored messages that were literally moving – think mobile advertising on the sides of public buses or aerial banners flown from planes. However, the term is now broadly used to refer to promotional messages delivered to mobile data devices using wireless technology. The modern form of mobile marketing allows businesses to target consumers at a specific time and place, and often involves personalized offers based on their location.
When it comes to mobile marketing, most people automatically think in terms of mobile phones. However, it’s important to recognize that smartphones aren’t the only mobile devices people are using to access the Internet. Netbooks, tablets and e-readers represent an increasingly substantial portion of the mobile market. Collectively, mobile media are experiencing tremendous growth – and mobile marketing is growing right along with them.
Preliminary results from a recent Mobile Marketing Association (MMA) survey1 indicate that mobile marketing spending will increase 124% between 2010 and 2011. Survey respondents reported that their companies spent more than $2.3 billion on mobile marketing in 2010, and were planning to allocate $5.5 billion to mobile media in 2011.
The Mobile Marketing Association noted that some of the key factors driving mobile advertising growth were the high adoption rates of smartphones like the iPhone and Android (upwards of 75%) as well as the growth of other mobile devices. The survey forecasted that mobile marketing spend would increase from 2.5% 18.75% for e-readers, from 6.25% to 20% for netbooks and from 22.5% to almost 44% for tablets.
In terms of mobile marketing tactics, the MMA survey projected that mobile websites and SMS will both experience strong growth, but the most popular tactic will be location-based features – which are expected to experience a dramatic 265% increase in mobile marketing spend. A separate MMA and Luth Research survey2 found that nearly 25% of U.S. adults use location-based mobile services, and the largest proportion of them are iPhone owners. In fact, the survey results showed that 63% of iPhone owners use location-based services at least weekly. In addition, the findings revealed that of all mobile phone users who noticed mobile advertising while using location-based features, almost 50% took some form action. It’s no wonder that companies are placing a strong emphasis on this form of mobile marketing.
With mobile marketing trends pointing to strong and continued growth in this arena, it’s obvious that specialized mobile marketing training can offer many benefits to your company – and your career. This discipline requires unique knowledge and skills beyond those typically associated with Internet marketing; for example, you must take smaller screen sizes into consideration, and you have even greater opportunities for timely and relevant offers through location-based mobile advertising.
Get the education – and the edge – you need with the Advanced Mobile Marketing course from the University of San Francisco (USF). This eight-week advanced specialized certificate course is the only mobile marketing training of its kind: expert-based, university-backed and 100% online.
Consistently ranked among “America’s Best Colleges” by U.S. News & World Report, regionally accredited USF is recognized as an innovator in Internet marketing education. The university launched its popular Certificate in Internet Marketing in 2008, and has continued to add to its series of advanced specialized certificate courses. In addition to Advanced Mobile Marketing, USF also offers targeted training in digital analytics, social media, email marketing, affiliate marketing and search engine marketing.
All of USF’s courses are delivered via a proven, video-based e-learning platform, which enables you to attend class anytime and anywhere. View lectures through streaming and downloadable video, and communicate with your instructors and fellow students using instant chat, live virtual classes and office hours, group study, messaging and discussion forums.
With USF’s convenient online training, you can learn essential mobile marketing techniques in as few as eight-weeks – and enhance your résumé with respected credentials from a leading university.
1 “Mobile Marketing Budgets Set To Rise 124% From 2010 To 2011.” MobileMarketingWatch.com, July 16, 2010; accessed September 23, 2010.
2 “U.S. Consumers Significantly More Likely To Respond To Location-Based Mobile Ads Than Other Mobile Ad Types.” Press release issued by the Mobile Marketing Association, April 21, 2010; accessed September 29, 2010.