Survey Highlights

–  More than 80 percent of newspaper and magazine respondents believe people will rely more heavily on mobile devices as a primary information source in the next three years.

–  Nearly 70 percent of respondents agree that mobile is receiving more attention at their publication this year than last.

–  Forty-four percent of respondents who track mobile’s impact on their Web site traffic said the devices increased visits by up to 10 percent today. Half believe mobile traffic to their Web sites will increase by five to 25 percent in the next two years.

–  Among senior executive respondents, 56 percent said their publication has plans to develop a smartphone application in the next 24 months,
in addition to the 17 percent of respondents who already have an app in production.

–  Nearly a third believe that mobile will have a significant impact on their publication’s revenue in just three years.

Marketing and advertising has been an essential form of communication through which Consumer-focused enterprises educate and create awareness amongst their consumers. Traditionally, they had been using Print, Direct Mailers and Billboard displays until the dawn of Internet. The mass adoption of Internet and the Web 2.0 era resulted in these companies increasing the share of their Ad-spend on Online based Marketing & Advertising campaigns.

Today, mobile is the king! There is no other mass media like Mobile that has a ubiquitous presence amongst consumers. Consumer-focused enterprises have increased their focus on Mobile as a channel to reach out to their consumers through effective Marketing Campaigns. But Mobile Marketing still has not reached its tipping point due to various reasons.

Interesting little article.

Mobile alerts reach me no matter where I am. They are free. They are sent in real time. Best of all, I can customize them exactly how I choose.

What a great quote. Really does sum up some of the power of txt alerts.

What if you got a txt alert from that really cool blog you're following, or for parent, a txt alert if soccers been cancelled in the morning.

The key here is FREE. If it's free for who you want to target, then the adoption will be so much higher.

And yes, all you content publishers.. there are ways to make the cost of doing those alerts cost neutral as well :)

The mobile WSJ content will be free no more, or at least it won’t be in a few months when the new subscription model takes effect. If you already have a subscription to the paper, you will have to pay $1 per week for that content. Nonsubscribers will be charged $2 per week.

A mobile phone is a highly personal device, even more so than keys and a wallet or purse--most people have with them at all times. That makes the mobile phone a highly effective way to provide relevant and timely information to individuals--not only by their friends, family and colleagues, but also by brands and marketers.

As an advertising and marketing tool, mobile phones offer benefits not available with PCs, TV, radio and print. That's partly because the phone is a personal device in contrast to a PC, TV or newspaper, which typically have multiple users.

But the power of the mobile channel comes with responsibility to consumers, to advertisers and to the industry itself. For example, if mobile users feel as if they're being spied on, then they're less likely to opt in to mobile marketing campaigns, whose reach and effectiveness are then diminished. If mobile users are concerned enough, they'll also urge regulators to investigate and take action, potentially damaging the industry's reputation and revenue potential. This is why it's essential for the participants in mobile marketing space to ensure privacy standards are never compromised.

Great article on the privacy issue facing the mobile advertising market. This is something dear to my heart.

Mobile is one of the most powerful mediums you can use to communicate your message. But it's a fine line with people receiving the messages between useful, and spam.

Classic mobile marketing gets a new acronym: UTC for text-to-win campaigns, where UTC means “under the cap.

Great, just what we need.. another acronym..