Predictions for “The Top 10 in ’10”

Millennial Media presents a new annual report: Millennial Media’s Top 10 Mobile Predictions for 2010. Based off of a compilation of observed consumer behaviors, advertiser and industry data, technology and device trends and campaign analysis pulled from their network, the predictions prove 2010 to be a defining year for mobile advertising.

Millenial Media states:

“2010 WILL NOT BE THE “YEAR OF MOBILE.” The proverbial “Year of Mobile” came and went. There was no cataclysmic tipping point that shocked industry-watchers into acknowledging mobile as a highly effective and efficient advertising medium.

While some were taking a wait-and-see approach, innovative advertisers were in market with creative, relevant and impactful mobile campaigns. They were building mobile sites and branded apps, and they were implementing longer-term mobile strategies.

In 2010, brand advertisers will increasingly allocate larger portions of their digital media plan towards mobile to further capitalize on this truly personal consumer medium.”

Millenial Media gives these Top 10 for Mobile in 2010:

• The U.S. Mobile Web Will Reach Nearly 100M Unique Users Per Month in 2010
• Advertisers Invest Signi­ficantly in Site and Application Mobile Destinations
• New Entrants to the Mobile Market Emerge
• Location x Relevancy x Immediacy = Mobile Triple Play in 2010
• Advertisers Will Increasingly Buy Audiences over Buying Media Properties
• Mobile Will Be Called to Task on Privacy
• Mobile Retail Activity and Commerce Proliferates
• Demand Will Exceed Supplyin Some Areas; Supply Will Exceed Demand in Others
• Competition in the Application Space Increases
• Agencies Demand Frequency Capping & SOV

Click here for a free Download of the entire article and more detailed information on Millenial Media’s Top 10 in 2010.

Why 2010 will be the year of Mobile Marketing

President of socialvibe, Joe Marchese, shares his forecast for 2010:  The Year Of Mobile — Finally!

2010 will be the year mobile marketing begins to realize the promise marketers have imagined for so long.  What’s different in 2010? The phones are smarter, the networks are faster, an open development ecosystem is leading to faster innovation, and specialty mobile agencies have built up a solid knowledge base of what works.

The phones are not just faster with bigger screens — which would help all by itself — they are more and more commonly location-aware. Even more important, phones users are aware that their phones are aware of their location. Location awareness and faster network speeds are a huge part of why mobile is moving forward, but both would be meaningless without the third ingredient: the opening up of mobile platforms.

2010 will be the year mobile begins to realize its potential for marketers. Mobile as a platform is in the middle hyper-evolution. The ability to utilize mobile for marketing now exists, but it is evolving so fast it’s hard to create best practices that are repeatable. That’s what 2010 will be all about. There will be some huge success in mobile that will point everyone in the right direction.

Read the full article here!

MMA Revises Mobile Marketing Definition

The Mobile Marketing Association has officially released a new definition of the term “mobile marketing.”

According to the MMA, mobile marketing is described as: “A set of practices that enables organizations to communicate and engage with their audience in an interactive and relevant manner through any mobile device or network.”

While easy to spot on the surface, there’s more to mobile marketing than digital coupons and the incessant ad campaigns that target our handsets.

During the Mobile Marketing Forum in Los Angeles, the MMA delved deeper into the existence, function, and, yes, the definition of mobile marketing – although the organization’s language has proven confusing to some, particularly when it came to discussing the “two parts of its taxonomy.”

• The “set of practices” includes “activities, institutions, processes, industry players, standards, advertising and media, direct response, promotions, relationship management, CRM, customer services, loyalty, social marketing, and all the many faces and facets of marketing.”
• To “engage” means to “start relationships, acquire, generate activity, stimulate social interaction with organization and community members, (and) be present at time of consumers expressed need.” Furthermore, engagement can be initiated by the consumer (”Pull” in form of a click or response) or by the marketer (”Push”).

To read the full announcement from the Mobile Marketing Association, check out their press release from last week.

Find the original article on Mobile Marketing Watch.com

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