It’s been a little over a year since Apple released the iPhone. I still don’t have one, nor do I want or see the need to have one (it’s just not practical for me and I’m not that plugged-in). I always thought I was that person though, the one who had to run out and get the latest, greatest, newest gadget to hit the market.
Now that I’m a little older, I realize I wasn’t that person.
First, a pop quiz for you: which of these events generated the most buzz?
a. The Macintosh iPhone launch
b. The Nintendo Wii Launch
c. The Windows Vista Launch
d. The final Sopranos episode
According to recent Nielsen BuzzMetrics, if you chose the iPhone launch, you are correct.
I’m interested in this factlet because I’ve lately been pondering a phrase oft heard these days: “Mobile marketing is the hot new way to communicate with your customers!”
What does that mean? Well, I know what mobile marketing is, but are consumers really ready for it? Are marketers ready to dive into uncharted waters? Or do they still need to be convinced of its relevancy to their brand? And, by the way, is mobile marketing really uncharted waters?
I am a member of the generation that learned to keyboard on a typewriter and didn’t necessarily have computers in high school, so I think technology is fascinating. I mean, MP3 players – that’s WAY better than carrying around a 10-pound “boom box” on my shoulder. (OK, I didn’t really do that, but I know a lot of people who did!).
So, when “they” started talking about mobile marketing, I wanted to find out more. I googled it, of course, and discovered that information is easy to find because people are talking about mobile marketing and, if they’re not already doing it, they really want to be doing it. In particular, I found a great paper by Jim Nichols on Brandchannel.com that sited this eMarketer poll:
I shouldn’t have been surprised. Social networking is a huge phenomenon and most American adults are doing more than talking on their cell phones, everything from texting and gaming to email and banking.
In fact, a survey of 35,000 people revealed that consumer interest in purchasing a cell phone with streaming video or MP3 capabilities doubled between 2006 and 2007.
If you’re like me, you’re thinking that statistic represents a bunch of kids — only a teenager can figure out how to work the new phones and only a teenager truly embraces the new technologies. Lo and behold, research shows that isn’t the case.
Case in point: Jim Nichols sites a recent study from the Pew Internet and American Life Project illustrating that, while texting messaging demographics are skewed towards teenagers, there a significant number of 30 to 64-year-olds who are also using this service.
What does that have to do with mobile marketing? Well, it’s possible to deliver promotional messages and news via text messages, and even to gather valuable customer information.
But, you say, won’t that annoy my customers? Nielsen also reported recently that 23 percent of mobile users saw a mobile advertisement in March 2008, and that mobile users are willing to receive ads in exchange for lower phone rates …
So, if businesses want to do it and consumers are ready to receive it –- what’s the hold up? Is it fear, caution, or simply that folks have yet to figure out how to leverage the technology?
Is it weird that I have a special relationship with my iPhone? I already use it for everything, but I sometimes wonder – what other cool, new things could I be doing with it? How do other people use their hand-helds? As a self-proclaimed nerd, I’m proud to say these questions led me to some some great statistics:
Nielsen Table
So, how does this fit into the way we market? We’re all working hard to figure out how to expand our marketing reach into mobile and take advantage of its constancy.
According to a Nielsen mobile study, data subscribers are willing to accept advertising in exchange for lower costs or better content. In that same vein, 32 percent said they’re open to mobile advertising if it lowers their overall bill, while 13 percent will welcome it if it boosts the quality of their mobile media offerings.
So does this mean that I can get $1 off of my Big Mac Value Meal and also pay less for my monthly AT&T bill? I’m up for that.
To make your iPhone life a bit easier, Telegraph.co.uk has published their top five keyboard shortcuts and iPhone tips and tricks, including how to type alternative characters with the keypad, type in multiple languages, and take a screen grab on your iPhone. Cool.
