AUSTRALIAN businesses can be frustratingly slow when it comes to adopting new technology, and mobile marketing is one area where few companies have dared to tread.
But with the growth of smartphone use, the adoption of location-based services like Foursquare, the growth of platforms like Android, new advertising markets like the iAd and AdMob channels and the explosion of location-based search, businesses have no excuse to ignore this rapidly growing market.
Mobileactive business development manager Vanessa Hunt says the Australian market has over 100% penetration, but businesses simply aren't paying attention.
"The best way to approach this is to know that every single person has a mobile, and some people have two. It's an extremely personal medium; it's a fact of life and now just commonplace. Mobile marketing is a part of our lifestyles, and marketing ties into that."
Mobile marketing is especially important considering users are much more receptive to mobile ads than they were even a few years ago.
According to a study conducted in 2009 by the Australian Interactive Media Industry Association, 39% of mobile users state they would accept ads on mobile in exchange for content or special offers, while 22% said they would accept ads without an incentive.
Further, 56% said they would take ads from companies they have made a deal with, while 37% would accept ads from companies with whom they already have an existing relationship.
That means there are potentially millions of customers ready and willing to receive mobile ads and engage with your business – all you have to do is take advantage of the opportunity.What does mobile marketing look like?
Ovum analyst Craig Skinner says mobile marketing refers to any marketing practice that "targets the customer in a mobile environment, whether that be through smartphones, tablets or even netbooks to an extent".
There are a number of forms of mobile marketing, ranging from text message campaigns to display advertisements designed specifically for devices like smartphones.
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