5 Predictions for Mobile Advertising in 2011
In 2010 we saw marketers continue to embrace performance advertising as consumers increasingly pushed the skip button on traditional media. Smartphone adoption skyrocketed, "check-in" mania surged and receded, and mobile ad spending nearly doubled from 2009, totaling around $2.4 billion.
When it comes to the convergence of mobile, marketing and retail, the stars are aligning to make 2011 a game-changing year. With that, here are five mobile advertising predictions for this year:
1. Rise of the outernet. The internet speaks to consumers at home or work, but only mobile devices can speak to consumers in the aisles of stores, where approximately 70 percent of purchase decisions are made. Brands that leverage this new channel will have the advantage over slow movers.
2. Goodbye to "pay and pray" advertising. The physical advertising world is about to be disrupted in a way not seen since the advent of the internet. Brands will begin to reject unaccountable "pay and pray" advertising in favor of precisely targeted, specifically timed trackable messages.
3. Nice to know you. Standing out is about delivering the right message to the right person at the right time. Marketers that create millions of micro-campaigns to make their message useful to consumers — i.e., hone their messages based on data — will reap results.
4. Don’t get trashed. Why show consumers an arbitrary list of specials while they're at home sifting through their mail? Brands and retailers now have the ability to present targeted deals as consumers walk into a store ready to shop. As a result, we’ll see a small but perceptible change in the avalanche of dead tree marketing from newspaper inserts and junk mail.
5. The bridge to somewhere. The combination of mass mobile adoption, popularity of location-based services and improvements in app quality will help to create deep, immersive consumer experiences that bridge the online and physical worlds.
As technology evolves, the relationship between brands and consumers will become even more personalized. Just knowing age and gender won't cut it anymore. The key to success in 2011 and beyond will be understanding consumer behavior and being able to reach consumers at the moment it matters most — in the aisles of stores.
Related story: Retailers Give 2011 Predictions