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By the end of 2011, estimates suggest that there will be more than 5.3 billion mobile subscriptions and more than 10 billion mobile-enabled devices. Keep in mind that there are only about 6.8 billion people on the planet!
In fact, were seeing 100 percent penetration for mobile phone use in most developed countries and rapid growth in all developing countries.
Mobile is the most cost-effective and reliable means of communication to deploy in developing regions.
In June 2010, the Mobile Marketing Association (www.mmaglobal.com), along with Chief Marketer, Advertising Database Express, and Kinesis Survey Technologies released a study titled, Second Annual View from Madison Avenue.
According to this study, total U.S. media in 2010 expenditures (the money that marketers allocate to engage their customers through media channels like television, radio, newspapers, outdoor signage and other media channels including mobile) will total about $128 billion.
The MMA report estimates that mobile media will account for 1.8%, or $2.3 billion, of this total spending. By 2011, the MMA report estimates that total mobile media spending in the U.S. will grow to $5.5 billion, or 4.0% of the $135 billion that will be spent on media in the U.S. This is a 124% increase! Remember, these are just the U.S. media numbers.
Mobile marketing is growing all over the world in every market sector. Moreover, mobile marketing is not just about media spending but also about engaging your audience in all sorts of ways to deliver value. The impact of mobile marketing is simply staggering.
Text messaging is an extremely popular service that caught on in the United States via TV shows such as American Idol, Survivor, and Deal or No Deal. These shows gave viewers the opportunity to text in to cast votes or try to win prizes.
More recently, text messaging took a big jump forward with the American response to the January 2010 earthquake in Haiti. Charities such as the Red Cross advertised a text messagingbased call for relief through all their marketing channels, including television.
For example, viewers could text Haiti to a common short code, paying standard message and data rates, to donate $10 to Haiti relief. In just a bit longer than seven days, the Red Cross and other charities raised over $40 million via premium text messaging micro-donations; that is, donations for Haiti in $5 or $10 increments.
From these roots, text messaging has blossomed into a rich interactive medium. In the United States, billions of text messages are sent every day. In fact, text messaging has become the primary mobile communications medium.
In March 2010, the Cellular Technology Industry Association (www.ctia.org) reported that U.S. mobile subscribers exchanged nearly 152.7 billion text messages a month. Thats more than 5 billion a day!
According to Nielsen, at the end of 2009, the average consumer sent 584 text messages versus using… Read more…
