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Thread: Top ten mobile marketing predictions for 2011

  1. #1
    Mobility Regular
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    Jul 2007

    Default Top ten mobile marketing predictions for 2011

    With the New Year in full swing, so too is the debate about what will be hot and not. To offer my two cents' worth, here's a list of what I predict will be the most significant developments in mobile marketing for 2011 and beyond, all with far reaching implications for retailers and consumers alike.
    1. The mobile site will become the new website
    Gartner predicts that in three years, more people will access the internet through their mobile phones than through their PCs. More than 50 per cent of consumers are unlikely to return to your site if they have a poor mobile experience, and 40 per cent would go to a competitor’s site instead, according to an October 2009 study of consumers’ mobile web experiences by Equation Research on behalf of Gomez, Inc.
    Most retailers are going to be better off focusing on a mobile website first instead of a Smartphone application. A mobile website is well-suited for mobile shopping, is typically less expensive to develop, and can reach more end users with one site than multiple applications.
    Gartner estimates that over 85 per cent of handsets shipped globally in 2011 will include a mobile browser. With mobile web traffic having grown 500 per cent in the last two years, according to Google CFO Patrick Pichette, having a mobile site is now a necessity.
    2. Shoppers will increasingly favour technology over human interaction
    As mobile internet speeds catch up to consumer demand, it will be faster to scan a barcode or check a mobile website for product information than it will be to ask a shop owner. Beyond actually purchasing goods through mobile, studies show that the most popular in-store mobile activities include competitive price shopping, checking inventory, shopping list/basket management, and getting directions to local retailers.
    3. Mobile commerce will come of age
    Consumers are spending more than five hours a week on the mobile web and companies like Amazon and eBay are generating over $US1 billion in sales through their mobile channels. Reaching customers through traditional channels only is becoming increasingly difficult. Launching a mobile website offers a much higher return on investment than opening a new bricks-and-mortar store with overheads, staff costs and inventory.
    4. Mobile coupons will become more relevant
    According to an Sterling Commerce and Demandware report released in August 2010, a quarter of shoppers believe that receiving specials and promotions such as coupons would be an important use for their mobile phone when shopping.The future of mobile marketing is all about one-to-one communication and as retailers embrace this more personalised approach, mobile coupons will be viewed less as advertising material and more as a value add to their shopping experience.
    5. SMS will go beyond marketing
    The use of SMS as a mobile marketing tactic will proliferate further into customer service and customer lifecycle management. This is already evident with companies and organisations using SMS to remind customers in advance of appointments and banks advising customers when they reach their overdraft limits. 2ergo’s clients have also used text messaging to gather instant feedback through SMS surveys, as well as offering self-help menu trees that direct users to the information they need through a few simple SMS Q&As. SMS is often seen as being much less intrusive and more convenient than a phone call.
    6. Retailers will capitalise on mobile at every stage of the customer lifecycle
    Mobile can be strategically used to acquire new customers, service existing customers, drive repeat business and strengthen customer loyalty. Of course, retail marketers should not think of mobile marketing in a silo. It should be integrated with existing marketing strategies and campaigns.
    7. Smartphone apps will enable enhanced location awareness
    By the end of 2011, Gartner sees over 75 per cent of devices shipped in mature markets including a GPS, and others using Wi-Fi and cell ID systems to identify location. The widespread use of these location-aware handsets will enable retailers to reap the benefits of tracking and targeting customers based on their locations. More retailers will turn to platform-specific Smartphone apps to deliver enhanced experiences and push marketing communications such as coupons and offers that are based on the customer’s current location and personal preferences.
    8. QR codes will make offline marketing mobile
    Expect QR (Quick Response) Codes to play a big role in the future of retail, due to the inherent ability to serve up rich content to people on the go. The QR Code is a two-dimensional barcode (readable by QR scanners, mobile phones with cameras and Smartphones) connecting the physical world with digital content. The code can be encoded with a mobile URL, text or any other data or action. QR Codes will increasingly be placed in traditional print advertising, billboards, paper cups, T-shirts, receipts, signs, etc. With the snap of their camera-equipped phone, consumers will connect from an offline medium to a mobile or digital medium such as a mobile site, image or video clip. They can also be encoded to send a coupon or an SMS to your phone.
    9. Small retailers will be able to do mobile
    Cost-effective “software as a service” mobile marketing tools are coming to market and will bring mobile within reach for the small retailer. Features and programs such as location recognition services, m-commerce and SMS-based couponing will allow small retailers to compete head-to-head with their larger competitors for consumers’ loyalty and wallet.
    10. Most effective campaigns will be multi-channel
    The word is getting out that multi-channel shoppers tend to purchase more – a factor Adobe Scene 7 Mobile Commerce Survey in April last year revealed. Retailers must engage consumers with consistent, rich experiences across all channels to maintain and grow revenue. For marketers to most effectively discover the key insights into customer behaviour they will need to take into account various elements including web and mobile analytics, customer relationship management, social networks tracking, and e-commerce platforms. So as I get ready to step away from my crystal ball and you look towards the year ahead, if you are to embrace the opportunities that mobile can bring to your overall marketing mix, it is set to be a good year.
    Roger Woodend is the General Manager of 2ergo Australia

  2. #2
    Mobility Member
    Join Date
    Nov 2010

    Default interesting top ten list!


    This is an interesting list, one we just discussed on our company's recent podcast on as well. I think your point about mobile coupons becoming more relevant is definitely true. Since people want deals in a continuously sluggish economy and mobile continues to skyrocket, mobile coupons will play a bigger role now than before.

    I was using Cellfire (the US-based coupon service for mobile phones) the beginning of last year, and at that point being able to upload store specials to your mobile phone seemed like a novelty. There are surely many similar services to follow, as more people use the phones while shopping.

    You also mentioned that mobile will 'come of age,' and this is probably true as well to some extent, although I think mobile will continue to evolve over the next several years.

    Thanks for your thoughts!


    Talya Shoup Burnett
    PR Manager

  3. #3
    New Member
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    Mar 2011


    That's really cool to read. Mobile technology is just always changing and rapidly advancing and one of the easiest way to reach people since pretty much EVERYONE these days are attached to their cell phones and unfortunately....addicted. Excited to see what is next with mobile technology in the very near future.

  4. #4
    Senior Member photoman's Avatar
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    Jun 2007
    Melbourne, Australia


    Thanks for sharing, interesting reading...

  5. #5


    Some really nice predictions!!..

  6. #6
    New Member
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    Apr 2011

    Default wow

    great info thanks!

  7. #7
    First time poster!
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    Jun 2011


    You have made good predictions, I think this is how it will flow. Mobile marketing is fast growing now and after the introduction of smart phones and some brilliant applications there is nothing to stop the mobile marketing reaching the zenith.

  8. #8
    MobiEnthusiast coast's Avatar
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    Jul 2007


    Every one of these things has come true. It's amazing how far we've come since February.
    Need a developer? | More good stuff at
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  9. #9
    New Member
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    Jul 2011
    Wellington, New Zealand

    Default I hope you are right

    I hope you are right. It will be good for my business.

  10. #10
    New Member
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    Jul 2011

    Default ........

    exactly...... n agreed...
    mobile industry growing fast with there development and performance, they fulfill and create new techniques who help people comfort..

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