Mobile Marketer's Mobile Outlook 2012
December 20, 2011
Mobile steamroller transforms content, commerce and marketing
Mobile advertising, marketing, media and commerce will have a bright 2012 as consumers increasingly rely on their mobile devices daily to shop, learn, research, play and engage.
Many brands and retailers who did not jump aboard the mobile bandwagon in 2010, learned from their mistakes and took mobile more seriously in 2011.
Marketers built mobile Web sites, developed apps, engaged consumers via rich-media mobile advertising, drove loyalists in-store via mobile database and CRM efforts and dabbled with new, sexy mobile technology such as QR codes and augmented reality.
Predictions for 2012
What should marketers expect in the year ahead?
Mobile payments will make headlines for most of 2012, as Google Wallet has paved the way for innovation in the space.
Mobile advertising will grow to be healthy in terms of dollars spent. New ad units with more engagement opportunities will increase spend in the channel.
SMS will continue to be the No. 1 channel for cultivating loyalty, as consumers become more open to opting into databases and hearing from their favorite brands regularly.
Fragmentation will continue to be a problem in 2012 as more devices pop up. Marketers will continue to be challenged by this.
Marketers will place a larger emphasis on smartphones, leaving feature phones as an after-thought.
With smartphone proliferation expected to grow exponentially in 2012, it is no surprise that marketer’s will follow consumers to engage and excite them.
Social media will play a crucial role in mobile marketing initiatives, as brands and retailers alike realize the importance of word of mouth in a world where consumers are comfortable sharing opinions and insights with one another.
Location-based advertising will be a hot topic in 2012 and will likely be on regulatory radar.
Mobile search will be increasingly important in 2012 as the number of mobile-optimized Web sites skyrockets. Google will have a large part in growing the mobile Web ecosystem and therefore driving mobile search dollars.
The 2012 Mobile Marketer Outlook is spot-on in terms of what marketers can expect in the mobile medium in 2012.
The insight and analysis by reporters and industry executives shines light on mobile’s opportunities.
Thank you to reporters Chantel Tode, Rimma Kats and Lauren Johnson for writing these insightful articles. Also, much appreciation to all of the mobile mobile executives that took the time to provide feedback and insight. This would have been impossible without you all.
This is the fourth Mobile Outlook and is featured on http://www.mobilemarketer.com for all of 2012.
Read it from cover-to-cover. Learn from the best practices, how-to’s, forecasts and case studies within. Share the guide will friends, family and colleagues.
Best of luck in 2012 and beyond.
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