The Current State of the Mobile Marketing


No one can deny that mobile phones are the thing nowadays. Its technologies go along with the proliferation of the Internet in the recent years. In fact, half of the connections to the internet are from phones. This new mobile marketing world consists of terms like smartphones, SEO, mobile sites, geolocation, and social marketing.

Local Mobile Search

Search used to be strictly done on desktop computer but it’s been a while that we have seen major changes especially on local search marketing.

The local search volume is growing exponentially at 50% every year. In 2009, there are 1 billion local searches per month; it increased to 1.5 billion in 2010; 2.3 billion in 2011; and it’s expected to grow by 3.45 billion in 2012.

Eighty percent of searchers go online before purchasing in a 10-20 mile radius with almost every local search automatically including maps.

The number 1 access method for local information is the mobile browser with 20.7 million users per month. People that use Facebook on their mobile devices are twice as active on Facebook than their non-mobile counterparts.

More stats indicate 32% of searchers with internet-capable cellphones search for local business information and 60% of smartphone owners search using either their browser or an application.

2011 Rugby World Cup – Mobile Digital Hit

The 2011 Rugby World Cup is an evidence that a quickly evolving digital landscape is underlined by fans ready to follow their teams whatever it takes.

Number shows that there are official mobile application downloaded more than 3 million times. Over 1.4 million fans connected to the official RWC Facebook page. There were more than 17 million video clips viewed on the official RWC 2011 mobile app. The usage on mobile devices outstrips usage of through a “traditional” computer

Rugby World Cup 2011ís comprehensive digital strategy and delivery has been given the thumbs up by fans from around the globe, hungry to immerse themselves in tournament content across multiple platforms.

What is the size of the mobile market?

In a 2011 statistics of Microsoft Tag, of the world’s 4 billion mobile phones in use, 1.08 billion are smartphones and a whopping 3.05 billion are SMS enabled (950 million are not SMS enabled).

By 2014, mobile internet should take over desktop internet usage. One half of all local searches are performed in mobile devices. While 86% of mobile internet users are using their devices while watching TV.

Some of the mobile marketing statistics:

  • Over 1/3 of Facebook’s 600 million+ user base uses Facebook Mobile.
  • Twitter has 165 million users (and counting), 50% of them use Mobile.
  • 200 million+ Youtube views occur on mobile devices per day.
  • 30% os Smartphone owners accessed social networks via mobile browser.
  • Women aged 35-54 are the most active groups in mobile socialization.

Even young people between the ages of 18 and 24 are more connected to their mobile devices nowadays. This is according to a study by mobile interaction and payment agency mBlox, which commissioned a December study of more than 4,000 young mobile users in the United States and United Kingdom.

With 2012 largely being seen as the advent of mobile commerce, this research helps validate the huge revenue potentials for brands and an appetite by consumers for mobile marketing.

The key takeaways:

Nine in 10 young adults 18-24 spend between one and five hours on their mobile devices daily.

Nearly one in 10, meanwhile, are on their gadgets between five and ten hours each day.

Brands need to be careful about how they target those mobile users and how much knowledge they reveal about them.

While 30% of survey respondents said they want offers to be located nearby, two-thirds said they donít want brands knowing their whereabouts.

Another excellent source, Factbrowser, published some of the juiciest facts surrounding mobile market usage and the mobile ecosystem.

Here are some mobile facts and financially mind-blowing statistics projected to happen in the coming years:

  • 57% of Tweets from Africa are sent from mobile devices
  • 2.2B consumers will generate $124B in mobile financial transactions by 2014
  • The EU mobile game market will grow from $50B to $115B by 2017
  • By 2016, 88% of all online advertising will be delivered on a mobile device, amounting to more than $24 billion
  • Worldwide tablet shipments increased by 155% between fourth calendar quarter of 2011 and 2010. Which resonates that there is a strong demand for new iPad and other forthcoming products leading to increase in 2012 according to International Data Corporation.

As marketers we have to understand new types of consumers trends and how to adapt and reach them best. Technologies like geolocation and mobile tagging can help us better understand the mobile consumer and deliver more relevant messages.

The world’s largest brands and agencies have stepped up and devoted more resources to delivering an integrated mobile strategy, with mobile advertising now considered a smart investment. This year 2012 will see a lot more change and more players jockeying for their slice of the mobile ad pie.