Mobilizing the marketing mix

Posted by on June 13, 2011


Recently, I joined a few MarketWave team members for a Joint Communicators Luncheon hosted by the Dallas Chapters of International Association of Business Communicators, Public Relations Society of America and National Investor Relations Institute that presented information about mobile marketing. A panel of senior professionals from Fleishman Hillard’s global mobile team shared how and when consumers are using mobile, which top brands are in the mobile marketing space and how you can develop a business case for successfully incorporating mobile into your marketing mix. Some interesting facts that were shared include:

  • Within three to four years, most web browsing will happen on a smartphone
  • Only 5 percent of companies have created or converted to a mobile website
  • There are four main mobile audiences, or “tribes”: moms, business users, youth and multicultural
  • The presence of children in the home increases a mother’s receptivity to mobile marketing
  • Four out of five teens sleep with their mobile phone
  • About 65 percent of executives are comfortable with making a business-related purchase on a mobile device
  • African-Americans and Latinos lead non-Hispanic whites in the use of mobile data applications

So what should this information mean to marketers? This means that the mobile phone is no longer used for just texting and checking emails – mobile is now used for everything. Mobile marketing can help a company expand its brand and drive awareness, engage in dialogue with customers and build brand loyalty with customers on a personal level.

Share with us, how does your company use mobile marketing in their campaigns?

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