Saturday, April 19, 2008

The Future of Marketing: Mobile Phones

Global Facts:

1.5 Billion TV Sets
1.0 Billion Internet Users

&

3.0 BILLION Mobile Phone Users!*


The Internet continually transforms the landscape of contemporary communication. From custom social networking pages (like Myspace & Facebook) to VOIP (voice over internet protocol), Web 2.0 and open source coding allows people the customization and freedom of a world tailored to their individual needs.

The fact that there are 2.0 BILLION more mobile phone users then Internet users, creates a dreamworld for any company or brand.

Imagine sharing your ideas with 3 times the amount of viewers, specifically to a respective target audience. On a micro scale, this may sound trivial, but imagine if you a global brand.

For example, imagine you are Nike. Traditionally, Nike placed an advertisement on TV or in a printed publication. They selected a television show or periodical that appealed to their target audience: sports enthusiasts. This allowed the brand to reach a portion of their target audience, but the ROI (return-on-investment) was limited. Consumers were restricted to viewing the advertisement when they attentively watched TV, which has been circumvented thanks to DVR units.

Consequentially, Web 2.0 allows companies to tailor advertisements on websites that appeal to a larger majority of the target audience. For example, Nike can place an advertisement for a new pair of running shoes on a blog for marathon runners. This advertisement appeals to a greater target audience and the return-on-investment is augmented, because the advertisement is target to a specific audience.

Now, imagine being able to place advertisements with the same accuracy, but to a target market that is 3 times larger and you can contact 24/7. Not only can the advertisements target its core audience, but you can also show them the closest stores (i.e. vendors carrying Nike products) through features like Google maps. Using a cell phone, a customer can see an advertisement, click it, see the nearest stores offering the product and then directly call them to see if it is in stock. If he or she desires to purchase the product, then can then have step-by-step directions transcribed from their exact location. ...Or they can simply purchase the product online via the Internet. The possibilities are endless.

This futuristic model can work for any business, from restaurants, movie theaters, car rental agencies, clothing companies to XYZ corporation. Not only is the ROI measurable, but a company's reach and marketing potential is significantly increased compared to traditional print and television advertisements.

THE FUTURE IS NOW. Last fall there was significant speculation about a possible Google cell phone or " G-Phone," being introduced to the marketplace. This significantly raised the company's stock as speculators were eagerly anticipating its launch to rival the iPhone. However, instead of launching the "G-Phone," Google is opening the source code to programmers with substantial financial rewards for superior application design. Ideally, the future programs will allow companies and brands, like Nike, the possibility of directly communicating with a larger target audience and maximizing their ROI.

To learn more about Google's new cell phone application design program, Google search " Android."

* Open Hand Set Alliance Website.


1 comment:

benjamin said...

This is good news to me. You see, I’ve been given this idea by my manager to run mobile campaigns (he has shortlisted Mozes for that). I was skeptical. I have come across many people who have tried it and said it’s a good platform but another vote in that favour certainly helps. Thanks.