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B-to-B Insights : Mobile Marketing on the Move

17 tips to kickstart your B-to-B mobile marketing efforts

December 2012 By Bob Bly
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According to a study published by comScore, more than 55 percent of Americans are now smartphone users. There are more mobile phones on the planet than there are TVs. And 70 percent of all mobile searches result in action within an hour.

During the past few years, text message marketing, or SMS marketing, has become the most popular advertising channel in some parts of the world. This is because carriers have set guidelines and best practices for the mobile media industry, including mobile advertising.

One thing to remember in regard to mobile marketing is that consumers have to opt in to the service. Mobile operators demand a double opt-in from the consumer and the ability for the consumer to opt out of the service at any time by sending the word "stop" via SMS. These guidelines are established in the Mobile Marketing Association (MMA) Consumer Best Practices Guidelines, followed by all mobile marketers in the U.S. In Canada, opt-in is mandatory due to the Fighting Internet and Wireless Spam Act.

Another thing for marketers to be aware of when creating mobile campaigns is Multimedia Message Service (MMS). MMS mobile marketing can contain a timed slideshow of images, text, audio and video. Nearly all new phones produced with a color screen are capable of sending and receiving standard MMS messages.

Lets take a look at some of the growing trends in the mobile marketing space, then dive deeper into tips on how to improve your mobile marketing, applicable whether you're a B-to-B or B-to-C marketer.

Mobile Games
There are essentially three major trends in mobile gaming right now: interactive real-time 3D games, massive multiplayer games and social networking games. While there is an ongoing trend toward more complex and more sophisticated game play, there also are very simple, easy to play games. Marketers are now delivering promotional messages within mobile games or sponsoring entire games to drive consumer engagement. This is known as mobile "advergaming" or ad-funded mobile gaming.

Mobile Web Ads
Advertising on Web pages specifically meant for access by mobile devices also is an option for marketers. The MMA provides a set of guidelines and standards that give the recommended ad format, presentation and metrics used in reporting. Additionally, Web forms on Web pages can be integrated with mobile texting sources for reminders about meetings, seminars and other important events that assume users are not always at their computers.



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