There are more than 4.6 billion mobile phones in the world today; one each for 67% of the world’s population. This is about four times the number of desktop and laptop computers. More than 50% of internet search worldwide was conducted from mobile phones in 2010 (T.Ahonen Consulting). SMS Text messaging is the most widely used data application on the planet today – by far!
Most people simply will not go anywhere without their mobile phone. A lost credit card is reported within one day but a lost mobile phone is reported within 30 minutes (VISA 2009). Download mobil marknadsföring
What does this mean for Australian businesses? Firstly it means understanding the implications and opportunities of the mobile phone and mobile marketing is critical now. For example any business that has a website needs to ensure it is compatible with mobile search. Approximately 10 – 15% of all internet searches in Australia today are done via mobile phones. Beyond that it means that a mobile phone communications strategy needs to be embraced and implemented, now.
Many Australian customers and clients are already using their mobile phones to find services, to search for products, to make purchases, and as a way of staying informed about their favourite places and brands.
The speed at which these changes have taken place, particularly the adoption of smart phones and mobile internet browsing in the last two years, has left many, many Australian businesses in its wake. There is a general understanding that the mobile phone is strategically important and presents new opportunities, but the question is: “What does it mean for me and how can I start using it to benefit my business?”
Mobile Marketing: Where to start?
The first thing to know about mobile marketing is to not think about it as marketing. A much better description is mobile engagement. This is not just semantics, it is important to think differently when considering how to incorporate the mobile phone into today’s communication strategy.
The word ‘communication’ suggests having a direct conversation with your customer. Marketing has traditionally followed the broadcast model: tell your message to as many people as possible and hope that it will be relevant to a few. That model is rapidly becoming less acceptable to many customers and certainly less effective in today’s crowded and diffused media environment.