Why Mobile Media Training is Important

By University Alliance

There are more than 3 billion mobile device users in the world, according to mobile marketing company ApolloBravo website data accessed November 2010. That exceptional reach is one of the many reasons why mobile media training is important. In fact, more people are now reading email, viewing videos, downloading apps, browsing websites, and searching for products and services via mobile devices than by PC. Additionally, there were more than 450 million mobile Internet users in 2009, and that number is expected to double by the end of 2013, according to December 2009 data from the International Data Corporation (IDC).

The Growth of Cell Phone Usage

In the U.S., mobile media penetration has exceeded cable TV, Home PCs and web access. In Mobile Marketing Trends 2010, ApolloBravo reports that more than 95% of cell phones sold today include web browsers that are used by over 70 million U.S. consumers, which means that there is a vast audience for mobile media advertising. What are all of these people doing with their mobile devices? The IDC reports that the most popular online activities of mobile Internet users include:

  • Using search engines
  • Reading news and sports information
  • Downloading music and videos
  • Sending/receiving email and instant messages

Over the next few years, IDC anticipates that some of the fastest growing applications for mobile Internet users will be:

  • Making online purchases
  • Participating in online communities
  • Creating blogs
  • Using online business applications
  • Accessing corporate email systems

Top Non-Voice Mobile Activities

Today, there are many different options and applications for mobile phone users to enjoy from wherever they are. More importantly, they are using their mobile phones for more and more non-voice related activities, therefore creating more mobile media advertising opportunities. For example, mobile shopping has almost doubled in the last year. In June 2010, eMarketer.com reported that, “35% of U.S. web-enabled mobile phone owners said they had participated in some form of mobile shopping in the past year, such as browsing or researching but not necessarily purchasing products. That was up from 17% who said the same in 2009.” What are the top non-voice mobile activities? Compared to 2009, July 2010 Pew Research data reveal that mobile phone users are now more likely to:

Take pictures 76% 66%
Send or receive text messages 72% 65%
Access the Internet 38% 25%
Play games 34% 27%
Send or receive email 34% 25%
Record a video 34% 19%
Play music 33% 21%
Send or receive instant messages 30% 20%

Why Mobile Marketing Possibilities Are Endless

The mobile market is growing exponentially, opening the door for mobile media advertising to reach a greater audience. In fact, in December 2009 Morgan Stanley forecasted that the mobile Internet market will be at least double the size of desktop Internet when comparing Internet users to mobile subscribers. U.S. consumers seem to agree, as information published in January 2010 by Mobile Marketing Watch shows that the mobile web grew 110% in the U.S. during 2009. By creating targeted mobile sites for specific audiences, there is excellent potential for higher CPMs and greater success. Only those individuals who have the best mobile media training will have the most success with this market. Already 27% of U.S. mobile Internet users have clicked on a mobile ad, according to June 2010 data from ABI Research. This number is expected to increase at a rapid rate, especially for local advertising.

Mobile Media Marketing Success Stories

There are many mobile media marketers who are already reaping the rewards. Here are a few examples:

Disney – Toy Story 3

The Walt Disney Company’s Toy Story 3 mobile application was able to reach younger audiences via a mobile channel application. This application allowed iPhone and iPod touch users to play games and enjoy pertinent content for the film. In July 2010 Mobile Marketing Watch reported that, “After just one short month in the App Store, Disney reports that the Toy Story 3 application has been downloaded in excess of 1.7 million times. The success of the app closely mirrors the corresponding box office success of the film, which has already raked in better than $350 million worldwide.”

American Red Cross

In an effort to help consumers follow and donate to the Haiti relief efforts, as well as learn about other programs, the American Red Cross launched several applications for mobile devices. In February 2010, Mobile Marketer revealed that, “According to mGive, the provider of the Red Cross’ text message donation capability, more than $30 million has been donated via mobile.”

Domino’s Pizza

To increase awareness about their Legends Pizza and build a targeted mobile database, Domino’s started a mobile campaign. By utilizing cable advertising to inform consumers that they could receive a coupon for a free oven-baked sandwich with the purchase of a Legends Pizza by texting in on their mobile devices. Consumers could also sign up/double-opt in to receive additional offers and promotions from Domino’s. In March 2010, Mobile Commerce Daily reported that, “The campaign generated hundreds of responses in the first few days of running the TV spots. Over 60% of consumers redeemed their mobile coupons at select Domino’s locations. The campaign received 69% double opt-in rate which created a custom and targeted mobile database for Domino’s.”

How Can Mobile Media Marketers Reach Their Audience

Mobile marketing campaigns can be low-cost, easy to implement and quite profitable. In addition, you can access this vast audience at home, at work or on the move – and even target specific demographics – with mobile media advertising, the fastest growing segment of today’s marketing world. With the right mobile media training, marketers have an exceptional opportunity to reach a greater audience and increase sales.

Premier Mobile Media Training – 100% Online

Now you can attain vital mobile media training from one of the nation’s leading universities. The University of San Francisco (USF) is ranked a best national university by U.S. News & World Report and offers a comprehensive Advanced Mobile Marketing course 100% online. Advanced Mobile Marketing is a comprehensive “how-to” on mobile media marketing that will enable you to deliver results. You’ll gain critical insight and advanced techniques for effective mobile marketing, in a variety of areas such as proximity marketing, mobile search tools, budgeting tactics and mobile application analytics. You’ll also gain essential skills including measuring and evaluating interactive marketing programs, and interpreting data for future marketing decisions and campaign performance. This eight-week advanced specialized certificate course provides you with essential mobile media marketing techniques and prepares you for the Mobile Marketing Association’s Certified Mobile Marketer Program.

Find out how you can get started with USF’s 100% online mobile media training program and prepare for certification.

Category: Mobile Marketing