4 Experts on Mobile Marketing: What’s Now? What’s Next?

Why is mobile marketing taking off right now? One answer is that it is easily targetable and has high response rate. In fact, mobile ROI is usually at least in double digits and can be as high as 60%. Another is that messaging through mobile is able to be highly personalized and can hit target demographics instantly. Inquiries through test campaigns usually go to recipients who are highly interested. Any message sent through mobile devices is usually looked at it within 15 minutes of receiving it. That is because we tend to always have our mobile devices with us, usually within 10 feet of our person.

The answers above came from a mobile marketing panel speaking at the Social Media is a Party event I attended last week. The panel was moderated by David Murray, Director of Social Web Communications at re:group and included:

• Linda Daichendt – CEO of Strategic Growth Concepts
• Thomas Emmanuel Beals – President and Founder of Mobile Box Office
• Greg Schwartz – CEO and Founder of Mobatech
• Rukmal “Rocky” Femando – CEO and Founder of Breeze Design Studios and Jalappeno

One of the interesting things they talked about was marketing using texting. With all the hot new ways to use mobile (QR codes, augmented reality, location-based apps, etc),texting continues to be the most effective way. Why? Because texting is the gateway into mobile. Even people who are afraid of technology don’t mind texting – it’s just typing. It doesn’t require downloading an app or figuring out complex techniques. So, texting or SMS messaging is a good place to start, when doing a mobile campaign. And new apps like Blackberry’s BBM system are taking texting to the next level.

So, what’s next? One panelist talked about how QR codes are really underrated in what they can do and what they will bring to mobile. For instance, you can put a QR code on a movie poster and someone could use it to buy tickets.

Another talked about how NFC (near field communication) is only in Asia now but it’s coming soon and will disrupt the way commerce is done. You will be able to use your phone to buy things and not have to carry your credit card. US phones tend to be a couple years behind Europe and Asia, but we’re catching up.  Mobile commerce will be a big factor in changing how we live our lives. To ensure security, facial recognition software in your phone could be used to make sure it’s you when you are using your phone to purchase things.

Also, a cool new era of mobile social media is starting. Besides being always connected to your social media channels through your phone, there are other ways social and mobile are mixing. Many car companies have developed systems that are voice activated and will both read and send social media messages via voice commands.

Social and mobile are also affecting the music business. Many bands are using mobile tech to interact with the crowd during a concert. Then, with social media integration, your audience becomes much bigger than just the fans at the concert. Also, by being able to buy concert tickets with your phone, it will eliminate the selling of fake tickets, because these electronic, mobile tickets will be impossible to fake.

Those are just a few of the nuggets I gleaned from their interesting and informative session. Mobile is definitely getting stronger every day and will change how we do things. If you want to keep up, I suggesting finding and following those from this panel and their companies. Or maybe you have some of  your own thoughts on where mobile is going, I’d love to hear them.

Mike McClure, Mobile And On The Run