Mobile Marketing on the Move
By Robert W. Bly

According to a study published by comScore, more than 55 percent of Americans are now smartphone users. There are more mobile phones on the planet than there are TVs. And 70% of all mobile searches result in action within 1 hour.

Over the past few years, text message marketing, or SMS Marketing, has become the most popular advertising channel in some parts of the world. This is because carriers have set guidelines and best practices for the mobile media industry, including mobile advertising.

One thing to remember is that the consumers have to opt- in to the service. The mobile operators demand a double opt-in from the consumer and the ability for the consumer to opt out of the service at any time by sending the word “stop” via SMS. These guidelines are established in the MMA Consumer Best Practices Guidelines, followed by all mobile marketers in the United States. In Canada, opt-in is mandatory due to the Fighting Internet and Wireless Spam Act.

MMS (Multimedia Message Service) mobile marketing can contain a timed slideshow of images, text, audio and video. Nearly all new phones produced with a color screen are capable of sending and receiving standard MMS messages.

There are essentially three major trends in mobile gaming right now: interactive real-time 3D games, massive multi-player games and social networking games. While there is an on-going trend towards more complex and more sophisticated game play; there are also those very simple, easy to play games. Companies are now delivering promotional messages within mobile games or sponsoring entire games to drive consumer engagement. This is known as mobile advergaming or ad-funded mobile gaming.

Advertising on web pages specifically meant for access by mobile devices is also an option. The Mobile Marketing Association provides a set of guidelines and standards that give the recommended format of ads, presentation, and metrics used in reporting. Additionally, web forms on web pages can be used to integrate with mobile texting sources for reminders about meetings, seminars and other important events that assume users are not always at their computers.

Growing in popularity is couponing on mobile devices. Also known as mCouponing, this form of mobile marketing offers consumers electronic coupons or rebates that traverse the full redemption process without the requirement for conversion into a paper or other hard-copy format. Borrell Associates reports that Mobile coupons get 10 times the redemption rate of traditional coupons.

QR (or Quick Response) codes have been growing in popularity in North America. Directly paralleling the rise in smart phone adoption, QR codes have become much more prevalent in marketing pieces both on and offline. QR codes act as a visual hyper-link to a page, making it easy to jump someone to a mobile optimized offer page

Here are some tips for mobile marketing:

About the author:
Bob Bly is a freelance copywriter and the author of more than 75 books including The White Paper Marketing Handbook (Racom). You can find him on the Web at, or e-mail him at, or phone 201-505-9451.