Mobile Marketing: Trend Report from CTIA
The wireless industry association, CTIA, held its annual convention last week in Orlando, Fla.. Shabbir Safdar, chief technology officer at Mindshare Interactive Campaigns, attended the show and gathered information on the top trends shaping the mobile marketing industry. Mindshare Interactive Campaigns is an interactive communications agency, headquartered in Washington, D.C., that works with HP, eBay, American Rivers and U.S. Fund for UNICEF.
Here are the three key trends affecting mobile’s near future according to Safdar, as well as his thoughts as to what these concerns mean to you and your approach to this promising channel.
Trend #1: If you have any doubt that the Web is going mobile, let go of it.
“Both Yahoo! and Google are racing to get their software and search sites on every single phone,” Safdar reports. Yahoo! announced its giant oneSearch application, which is a mobile phone-enabled Web search that enables search not just on phones with QWERTY keyboards, but also on those with 12-key keyboards. “Somewhere between one in nine and one in 11 people have used their phone to do something Web-like,” he says, explaining that critical mass for mobile search is approaching.
On the Google front, he notes, the search leader announced a deal with LG, which makes a large variety of cell phones. At least 10 new phones are coming out that will have Gmail, Google Maps and a blogging client built in at the factory.
“They are so focused on getting this device, which 235 million Americans carry every day, to display their banner ads and their text ads that they are not going to miss this opportunity,” Safdar predicts.
What it means to you: This development will open up new advertising and marketing options on mobile search. So far, Safdar is seeing companies experimenting with brand advertising in the mobile search arena, which he finds fascinating to anticipate what influence that will have on consumers and their behaviors. But the application that has driven Google’s revenue so far and has great import for the future of mobile, he emphasizes, is local search. “Everyone who has a reason to be involved with local search on the Web has a reason to be involved with mobile search in the next 12 months.”