John Akerson's Thoughts

Business, technology and life

Mobile Explosion

Jon Buscall wrote a nice little blog entry where he called Mobile Marketing “the new land grab” – where if you “dont grab a piece now, you could be in trouble”

If I wanted to fit my thoughts on Mobile opportunity into about 140 characters, Id say something like: “Mobile is a Huge opportunity for sm-ALL business. It is ubiquitous, engaging, locational, demographically strong, growing and underutilized.”

How ubituitous? ENORMOUS Here’s a graphic.
How much is it growing? – try 20% GLOBALLY in the first quarter of 2011.

Whats the demographic strength? Near 100% – and more importantly, 66% of 18-44 year olds would try mobile coupons, and 50% of 18-34 year olds would give their phone number to a business in exchange for a coupon. Small businesses that get phone numbers can establish relationships with customers.

Mobile advertising in 2011 should double from 2010, and keep growing through at least 2015.

Why the explosive growth? Because a small business can target an advertisement to a search result and because mobile advertising puts a customer buying decision into every potential customer’s hand. Whats the RESULT for small businesses? Mobile equals customers, sales, and growth because mobile puts a buying opportunity where a customer wants it when a customer needs it, and make it amazingly convenient.

Here’s an example: I manage two google ad campaigns for a local automotive towing company. They have a web campaign and a mobile campaign. If someone NEEDS a towing company, they may need it because their car is broken down on the side of the road. In that case, the mobile advertisement allows them to call *from a search result* without ever seeing a website. No need for facebook, no need for twitter, no need for anything but search-click-call. Great for customers = great for a small business… and mobile is only getting better.

I was at a business meeting last week. Everyone in the meeting had a laptop, and a cell/mobile/smartphone – split between Blackberrys, Android phones and iPhones. Half of the people in the meeting had tablets. (ipads, Samsung Galaxy, Viewsonic G, etc), and a couple of the people also had Kindles. I was struck with the notion that as powerful as smartphones are, they could mostly replace tablets and netbooks now… as powerful as tablets and netbooks are, they can mostly replace laptops. Given the pace of change, going forward, it will make less and less sense to make a “mobile app” but more and more sense to make a platform-neutral app that works just as well on mobile devices as it does on tablets, netbooks, and pc’s (or Apple Mac’s). Addressing that now could mean that your app becomes your customers *preferred* way of doing business.

It is fair to predict that two years from now, your customers will likely have phones that can do everything that a laptop can do today… As a business owner, a business leader, either you will be addressing customer needs, or your competitors will. That’s your choice.

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June 24, 2011 - Posted by | Business

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