Mobile killed the Desktop Star

It is very clear to me and other people that work solely in the Mobile ecosystem that the medium is huge for marketing and social interaction. The two main reasons are its wireless therefore truly mobile and its personnel (my handset, my stuff). It is also clear that the traditional “Digital Agencies” that have spawned over the past decade will not have the right expertise or people to deliver what Brands want.

Head AssJust recently Gartner Research predicted that mobile Web access will surpass traditional PC access by 2013, people have now embraced that fact that they can surf while on the move and access content on a personnel basis. Add to that the fact hat most people are over the Mobile data cost mass hysteria that the carriers imposed a few years back. Who needs a carrier for data anyway WiFi is here and offers another branded marketing opportunity.

Mobile Advertising is set to Grow 45% in 2010 to $3.8B. That explains why Google and Apple are diving head first into mobile advertising and marketing, with Google’s AdMob $750M acquisition and the recent announcement that Apple will likely acquire Quattro Wireless for $250M. (It looks like Microsoft / Yahoo might want to scoop up Millennial Media or another mobile ad firm to compete.) The advertising industry as a whole may take a while to recover, but one of the largest growth areas is in mobile.

They say “the proof is in the pudding” so lets’ look at some recent results; A recent campaign run by Shedd Aquarium found that SMS beat out Web in Direct-TV Spot. The SMS call to action generated 325% more entries than the Web based call-to-action, making up 52% of the total entries, though it ran in only 25% of the ads. And over at Pernod Ricard their Malibu branded mobile application that was created to support the launch of its new Malibu Island Melon flavor has seen over 2 million downloads (not just iPhone).

Delivering a nice and/or fantastic experience on the 4th Screen (Mobile), is not the same as it is on the 3rd Screen (Desktop), there are around 5,000 handset models, 8 different operating systems, scripting languages, various browsers, delivery platforms and then the carrier networks to negotiate. It is important to point out that Mobile is NOT another medium yet is designed to work across all media in one form or another. Now is the time to develop a Mobile strategy and start to implement it as your clients are about to ask you all about it.


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