2010: 50% of campaigns will direct users to a mobile site

Posted on June 11th, 2010 by Posted by: buongiorno

In 2010 brands will allocate larger portions of their digital media plan towards mobile to further capitalize on the most personal marketing medium out there.

Here are some of the trends that industry experts forecast in 2010:

Growth of mobile Web
The U.S. mobile Web will reach nearly 100 million unique users per month in 2010, according to Millennial Media.

In 2009, the U.S. mobile Web grew at an average rate of 2 percent month over month, according to Nielsen.

At this rate, combined with the accelerated adoption of smartphones and mobile-specific sites, the mobile Web will reach more than one-half of the consumers on the wired Web.

Mobile site and applications
Advertisers will invest significantly in site and application mobile destinations in 2010, according to Millennial Media.

In 2009, a clear majority of campaigns sent consumers to brands’ persistent mobile sites and custom mobile applications.

In 2010, 50 percent of campaigns will direct users to a mobile site and 35-40 percent to a custom mobile application promoting their products and services via Apple, RIM, Android and other application storefronts.

Geo-fencing
A geo-fence is a virtual field around any location that is used to trigger a mobile marketing message to a user when they enter or exit the area.

1020 Placecast forecasts that 2010 is the year we will hear geo-fence become part of marketers’ vocabulary.

Expect to see retailers take advantage of this capability in a variety of ways, from sending personalized messaging to consumers leaving a sporting event or concert, to blanketing a place like a beach or skateboard park on a Saturday.

Linking CRM databases into mobile marketing
Marketers generally are recognizing the uniquely personal relationships that consumers have with their mobile phones.

For retail marketers, combining this with the CRM data that they are collecting about their customers – like past purchases and categories of interest – offers the opportunity to deliver personalized messages when a user is near one of their stores.

In 2010, we will see retailers begin to take advantage of mobile CRM to extend their current data-driven marketing programs into mobile.

Some retailers will get it and others will falter. This will come down to execution and end-to-end integration.

New entrants into mobile
Advertisers, who previously relied on more traditional advertising channels, will increasingly allocate portions of their media spend to mobile in 2010, according to Millennial Media.

More than 25 percent of brands anticipate spending more than $5 million on mobile advertising in 2010, up from 12.5 percent spending more than $5 million in 2009.

The leading mobile advertising verticals will include even more aggressive budgets from the pharmaceutical, automotive, travel and retail verticals and will challenge entertainment, telecom and portals for premium placements.

Coupons to incorporate time and context
The recession has resurrected the coupon as a way for retailers to drive traffic into their stores.

There is clearly demand from consumers to take advantage of location-triggered promotions, sales, and coupons and to learn about entertainment opportunities around them.

As price sensitivity begins to wane and consumers look for more meaningful ways to interact with the brands that they care about, 2010 will bring a reinvention of the coupon specific to interests of consumers as retailers promote PC-Web and mobile Web destinations where consumers can opt-in for specials and coupons.