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1/16/12

by Dr. Chad Faulkner

Undoubtedly, the mobile marketing trends of 2011 has made a gigantic gush in the business world inciting a formidable change towards its usage growth in cross platform marketing. As reported by Forrester, a renowned independent technology and market research company, mobile advertising in the United States will fatten into a billion dollar business in 2011 and just very recently an estimated amount of $2.1 billion was spent in 2011 for mobile advertising in the US as stated by  IDC (International Data Corporation).

The US smartphone users are estimated to hit 73.3 million by the end of 2011 according to eMarketer. Basing on this calculated surge, smart phone users account 23% of the total mobile user population in 2011 and it is expected to rise up to 43% in 2015 which translates to the remarkable prominence of smart phones that will certainly influence the rising numbers of engaged consumers willing to use mobile sites to expedite their purchase activities and other needs.

Another significant mobile marketing trend that is currently unfolding is the move of some communication device giants like Samsung, Blackberry and HTC to launch their own version of tablets aiming to go up against the iPad whose market share in the tablet arena has dropped to 80%. The tablet gold rush is on its peak which brings into play a crucial mobile marketing extremity for business enthusiasts to take advantage on. Moreover, as stated by CTIA Wireless association, there are over 250 million people or over 80 percent of the total United States population that carry a mobile phone while 4 out of 5 teenagers have a wireless device and notably, 57% of them consider their mobile phones as extremely connected to their social life (CTIA survey, Teenagers: A Generation Unplugged)

Allow me to to define to you what cross platform marketing is, as understanding and keeping yourself abreast of the term’s definition will help a lot of internet marketers in evaluating their next marketing strategy to meet today’s complex marketing world. Thorough comprehension of what cross platform marketing is all about will enable you to visualize how the current mobile marketing trend is shaping today’s business landscape. The integral use of new media conduits such as mobile phones, the internet, including audio devices to disseminate your marketing message in order to widen your market reach through media channels that are popularly and significantly valuable to different market segments is called cross platform marketing.

In accordance to the mobile marketing trends that I have presented above, mobile marketing can be defined as the act of communicating with the consumers via cellular device with any or all of the following objectives:

•  To send a simple marketing message,
•  To introduce them to a new audience participation-based campaign or
•  To allow them to visit a mobile website.

Nowadays, it doesn’t matter if you’re using an ordinary mobile phone or a smartphone , mobile phone connectivity empowers its user to connect to the internet while amalgamating various communication routes making it easier yet highly effective medium in cross platform marketing.

Since there are significantly an  increasing number of people browsing the web through mobile devices, now is the right time for you to take a look at your website and make the necessary adjustments in order to meet your clients and attract more visitor to your site by changing your traditional website to a mobile friendly site. Unfortunately, most websites today have not taken into consideration yet the idea of catering the mobile market which in turn drove their present visitors away to other mobile website where they can conveniently find what they need.

The need to have a mobile optimized website is extremely important in the modern world’s business survival. Turning  your standard website into a mobile friendly  site which is highly compatible and accessible across different mobile devices and platforms need not be expensive and time consuming. Switching to a mobile platform from a standard website is very easy as it will only involve a slight modification in CSS and image files.

Lets face it, not all mobile devices support Flash or JavaScript. And please, forget about Flash if many of  your visitors are using an iPhone. You only need to ensure all the important information and functionality on your mobile site is in plain (X)HTML/CSS or you are risking a large chunk of your content inaccessible to your site visitors which will make them visit to a mobile friendly site to get the content they ought to get.

The next thing you need to put in mind is to use minimal images to get your message across to the consumers such as your logo, important icons and other images relevant to your content. You need to get rid of images aimed to make your site impressive because in most cases, it won’t make a good impression on a mobile phone and the worst scenario it can do is it may instigate an odd scrolling you did not intend to put.

In the advent of advance mobile phone, smartphone and tablet devices, the need of turning your traditional website into a mobile-friendly website is immensely compelling if you want to provide your visitors a simple yet engaging experience from the comfort of her or his mobile device. It is also highly important to optimize your mobile-friendly site for speed, image rendering, and accessibility as users or consumers are not only confined to updating their status, they are now  relying on mobile phones for quicker web access, to check e-mail and information from the net. On the business and marketing side, smartphones represent an effective way of marketing to customers.  So, if you are planning to be in the competition and be more productive, slight css modification and regulating images are the key to make your site mobile-friendly.