Mobile Marketing Leadership from Howie Schwartz
Mobile marketing, mobile content, marketing on mobile devices—you’ve probably heard of these 3 related concepts. And though you may not have experienced mobile marketing yourself, you know that with the iPhone, smart phones, Droid and other advanced communications technology, it’s completely within the realm of possibility to see advertising messages on your cell phone.
Heck, for years now, there have been quiz sites that ask you IQ-related questions. You solve, or answer, these questions as best as you can, and then, at the end, the site asks for your cell phone number. Your answers, or score, are sent to you via a text message to your cell phone.
This type of consumer interaction sets up the framework for some sort of text message advertising (though you can say it’s an amateur form of mobile marketing).
However, is 2010 really the year for mobile advertising? Howie Schwartz and the folks at Mobile Marketing Leadership seem to think so. In fact, one friend of Howie’s referred to the concept of mobile marketing as “The Next Big Thing.” Howie has even released a 57-page report filled with trend statistics and quotes from industry experts backing up the notion that 2010 can possibly be the year of mobile marketing.
We at PromotedProfits.com have looked through this 57-pager, and have done our own bit of research too. In this review of Mobile Marketing Leadership, we’ll do our best to make you aware of the current cell phone communications landscape (as of March 2010, which is the time of this review). We’ll present you with cases for, and cases against. That is, not only will we tell you about the progress that makes mobile marketing possible, we’ll also tell you about something that the enthusiasts may overlook: the hurdles that the industry will have to overcome if mobile advertising is going to become a matured, unified advertising channel.
So, let’s dive in.
Cell phones.
You see them all around you.
You see people showing off their iPhones. You see people playing games on them, and you see people surfing the ‘net on them. Cell phones can interact with Google Maps to show you exactly where on the planet you are. You can do a web search on an iPhone just like you’d search Wikipedia. You can even watch movies from YouTube.com on some mobile phones.
Cell phones and mobile devices are a very well-established way of keeping in touch with your friends and loved ones.
They’re also a very established way for marketers to keep in touch with their audiences. In fact, this is so much the case that in November of 2009, it was reported that Google purchased $750 milliion dollars of in the mobile ad network, AdMob. It’s also reported that Apple was also competing for acquisition of AdMob.
The fact that Google was willing to invest $750 million into AdMob, when it had it’s own mobile advertising counterpart, shows that they believe there’s something on the horizon. They see some great potential and expanded market reach that lies in mobile communications.
And to that, we would agree (but as you’ll read below, we’re just not sure if 2010 is the year). There are some great advantages and benefits that come with mobile marketing.
In fact, it would be to the benefit of every Internet marketer and e-commerce business to be well-informed of the advantages and benefits that come with this emerging advertising medium, and jump in when the medium actually matures.
Ideas For, And Benefits of, Mobile Marketing Communications (When It Becomes A Viable Marketing Medium)
- Of course, the first benefit is a much, much greater ability to reach members of your target audience. Although there are tens of millions of cell phone owners in North American alone, there aren’t a lot of those who are used to receiving other forms of communication over their cell. However, that percentage should increase as more and more people become used to various ways of interacting though their mobile devices.
- On-the-go engagement. Let’s say that you, the marketer, market to an audience in a niche or market that likes to keep up-to-the-minute on something. Let’s say a sports game, for example. You can send them an instant message every time your team scores, or every time something significant happens.Conduct a webinar over the phone? Why not? Phones used to be limited to phone-in teleseminars, but with today’s emerging technologies, it’s definitely possible to put hold a webinar over the phone.
- Live broadcast to your followers. You can send images and videos to your friends, so why not send them to your audience, too? Here’s an idea: Let’s say you’re the manufacturer of a long-awaited, highly-anticipated item or gadget. A new running shoe comes to my mind. Now, you can go to the production plant and broadcast the very first pair of this running shoe that comes off the assembly line. Your excited market will love to see that! Plus, why not hold a contest: the prize will be that first pair of shoes that just came off the assembly line.
- Location-based messaging. We know that cell phones use local towers. As technology improves, it will be easier to target your messages to a certain demographic of a certain location. Let’s say that you’re a rock band that’s touring every major city. You can send messages to the upcoming cities telling your fans when you’ll be in their local area.
- Billing. You may not know it, but some phones have the ability for the user to pay for something right over the phone. Although dial-pad transactions have been around for a while, there are other possibilities emerging that will make it easier for customers to pay for access to your content over the phone.
These are just a few ideas and benefits that come to mind that only scratch the surface of what’s possible with mobile marketing communications. There may even be some that we’ve overlooked. Regardless, the possibility is there, when mobile device marketing, as an industry and medium matures.
And there’s the catch.
You see, even though there’s great potential, the industry and medium, from a technical point of view, needs to mature. Before it matures, there are some hurdles that must be surpassed.
Hurdles of The Mobile Marketing Industry
- Too many operating systems, screen sizes, browsers, and screen orientations.
- What’s a developer to do?
- Apple vs Google.
These are a few of the major hurdles that currently stand in the way of a matured mobile marketing medium.
Mobile Marketing Leadership Scam?
From what we’ve found on Howie Schwartz, there’s nothing from his past that indicates that he’s a scam artist or has deliberately created any immoral schemes. He has been involved in Internet marketing for many years now, and his held in esteem by marketers such as Alex Goad.
Now, as far as Mobile Marketing Leadership is concerned, the one thing we’re concerned about is that the notion that 2010 is the year for mobile marketing may not be a fulfilled one. Again, there are a number of issues that the mobile communications industry has to agree on if mobile advertising is going to mature as a medium. Sure, great strides will be made in 2010—there’s no doubt in our minds about that. But will mobile marketing, as an advertising medium, mature in 2010?
That remains to be seen.
Verdict: Mobile Marketing Leadership – Trust Ranking: 4.0/5
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