The following post is an adaptation of a presentation, How Mobile is Changing Content and What it Means for Businesses and Nonprofits, given by Luminate Marketing at the 2011 Search Engine Strategies conference in Chicago.
Mobile Marketing Today
Marketing bloggers and observers have been predicting and proclaiming “the year of mobile” for years. Let’s step back from predictions and look at what’s happening now in mobile marketing and how we can make the most of it.
The reality is, we’ve seen mobile marketing help our clients immensely and really get them on the map. No small part of this has been the accelerated adoption of smartphone technology. Currently, 37% of US mobile phone users own a smart phone — nearly 90 million users. Regardless of if we’ve seen the year of mobile or if it’s still in the future, these numbers present a real opportunity, now.
5 Impacts of Mobile Technology
Mobile technology has certainly made its impact on the marketing industry. For businesses and nonprofits alike, we are seeing
Search on mobile is increasingly local; mobile devices allow for a more relevant content experience including check-ins for businesses and location-based searches for nearby services for nonprofits.
We now have the ability to provide timely content, that otherwise would be less valuable if you had to wait for user to get back to desktop. For business – offerings like Groupon Now, deals you can use in the next two hours; for nonprofits informing donors of immediate needs for resources, volunteers, etc.
Content served in the mobile environment have an incredible opportunity to be shared with users’ networks. Mobile devices have become a hub for social sharing, and that’s not industry or sector specific.
- Media Mobility
We now have the ability to create and view nearly all media from just about anywhere. See below for a more detailed look at this impact.
- Divergent Platforms
With the previous 4 positive impacts comes this challenge. Marketers have to account for variability in users’ devices and feature compatibility. We have to decide which platform and which feautres are most important to our users and constituents and prioritize development. We can’t provide everyone with everything.
Media Mobility, the Center of it All
The mobility of media is at the center of all of these. Without content to distribute immediately that’s worthy of sharing, location-aware, and optimized for our chosen platform(s), the entire process would be sunk. Specially let’s look at the overlap between the two sectors Luminate Marketing works in, the nonprofit and for-profit, and what businesses can learn from nonprofits taking advantage of mobile marketing today.