Monday, January 4, 2010

Mobile Looks to Mature as a Creative Discipline Next Year

Industry players say that each major mobile marketing format -- short-code message service (SMS), smartphone apps, and Web-based display ads -- evolved in a positive or interesting direction this past year. But which will emerge in 2010 as the best vehicle to drive sales?


Even though apps marketing has been all the rage, eMarketer's recent research suggests that text messages will continue to hold a huge audience share for the next few years. It projects that only 26.9 percent of the U.S. populace will use the mobile Internet next year -- a modest increase from 2009's 22.3 percent. The New York-based research firm's report also predicted only incremental growth over the next few years, to 39.5 percent in 2013.


In other words, most consumers will be viewing their mobile messages on flip-phones and the like for quite some time. So while marketing to iPhone, Android, and BlackBerry users via apps or Web-based messaging continues to be popular, ad professionals who focus on smartphone consumers to the exclusion of the SMS audience are leaving money on the table.


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