The Mobile Nexus—If You’re a Marketer, Be Prepared to Live or Die By It
Sure, one could argue that mobile phones have been around for a while. But it was the recent emergence of the smartphone connected to the Internet and enabled with location services that, in my opinion, at least, changed the rules of the game for marketers. And although smartphones only came on the scene a few years ago, they're gaining traction fast. In fact, according to MediaPost, smartphone penetration in the US is currently at 44 percent. What's more, Mobile Marketing Watch reports that, as we speak, an astounding 75 percent of all new mobile phone contract subscribers are for smartphones. So count on the number of devices in the marketplace to skyrocket in coming months as old contracts expire. Can you say, "game changer"?
Of course, anyone familiar with the interactive marketing world could easily argue that geographic profiling is nothing new. Yes, it's true that many websites and pretty much all ad serving networks drive personalized Web content based on IP address location. But, location services takes geo-targeting to an entirely new place, by providing real-time dynamic location data while you go about your day—not where your computer happens to be plugged into the Internet.
Turning to the social media component, if you look at current usage stats, you begin to appreciate its pervasiveness in our lives and why it's playing such a big role in the mobile channel. Facebook has 600 million users. Twitter has 175 million. Meanwhile, 10 million foursquare members "check in" at more than three million locations a day, and consumers have posted more than 20 million business reviews on Yelp, and counting. So the numbers are eye-popping. Now with smartphones becoming the norm, accessing social media on the go is becoming mainstream, too.
Hype aside, let's not forget that the mobile channel is still in its infancy and it will need much more time to reach maturity. At this early stage, enterprising firms are only now releasing the first generation of tools, while innovative agencies and consultants concoct new techniques to harness its power for business. In fact, we can see the preliminary results of the Mobile Nexus already.
Who’s Your Data? is a blog that aims to disseminate thought-provoking tips and techniques involving the use of data and database marketing to direct marketing professionals. Why should you care? Because implementing data best practices has been shown to lift response rates, improve analytics and enhance overall customer experience. Reader participation is encouraged!
Rio Longacre is a Sales & Marketing Professional with more than 10 years of experience in the direct marketing trenches. He has worked closely with businesses across many different vertical markets, helping them effectively leverage the use of data, personalization technologies and tracking platforms. Longacre is currently employed as a Managing Consultant, Marketing, Sales & Service Consulting at Capgemini Consulting, a premier management consulting firm. He is based in the company's New York City office, which is located in Midtown Manhattan. He has also previously worked as an online media buyer and digital marketing strategist.
Email Longacre below, or you can follow him on Twitter at @RioLongacre. Any opinions expressed are his own.