Dear Dan: I see people – especially younger people – using their cell phones and other hand-helds to surf the Web and even make purchases. Is this a marketing channel we should explore? – Thinking Mobile
Dear Thinking Mobile: Buying and selling via mobile devices – mainly cell phones – is accelerating rapidly in the U.S., according to the latest findings by The Nielsen Co. Nearly 10 million U.S. mobile subscribers have already used their cell phone to pay for goods or services. What’s more, half of all U.S. cell subscribers who use their phones to download data say they expect to make purchases by cell phone in the future.
“For millions of consumers who already shop online, mobile commerce is an obvious extension,” says Nic Covey of Nielsen Mobile. As mobile commerce services proliferate, Nielsen expects the field to boom.
As with other forms of e-commerce, the key to success is helping consumers trust that their transactions are safe, affordable and efficient. Here are some resources that can get you started:
The Mobile Marketing Association (MMA) is a nonprofit membership group of companies involved in mobile marketing, including agencies, advertisers, device makers, retailers and service providers. Their Web site has lots of case studies and access to solution providers. Visit www.mmaglobal.com.
Mobile Marketer is an online publication that has all the latest news and developments in the mobile marketing field. It’s a terrific place to see just how other businesses are using mobile tactics to woo prospects, drive sales and foster engagement. Visit www.mobilemarketer.com.
Cellit Mobile Marketing provides a wide range of mobile marketing solutions for both large and small companies. For smaller companies, they offer ways to self-manage a mobile marketing campaign and monitor the results. With Cellit Studio, business owners can create trackable mobile marketing campaigns that include text-for-info, contests and games, text-to-win, CRM programs and customized appointment reminders, among others. CouponZap lets you create mobile coupons.Visit www.cellitmarketing.com.
AdMob bills itself as a complete mobile advertising marketplace. They offer ways to target customers in 160 countries through the mobile Web. This young Silicon Valley firm already serves up billions of targeted ads to mobile devices monthly. Visit www.admob.com.
MobileStorm offers an online platform where you can combine various marketing forms all in one place, including e-mail, sms, voice, RSS, video and fax. Visit www.mobilestorm.com. •
Daniel Kehrer can be reached at
editor@business.com.
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