Mobilize Your Marketing

Mobile communications are dramatically changing the way we work, play, and interact with the world around us. With the rapid proliferation of smart phones, more consumers are going mobile for their online experience. According to mobile industry research, worldwide shipments of smartphones1 are expected to grow from 164.7M units to 363.3M units in 2012. At the same time, marketers are purchasing more mobile advertising to reach this growing audience. Mobile advertising spend is expected to sky-rocket2 from $1.7B in 2007 to $12.8B by 2011. Mobile marketers and web analysts are challenged to keep up with this explosive growth in the mobile internet and target their messages better to an audience that’s always on the go.

Mobile devices come in innumerable variations of keyboards, screen sizes, browsing, and video capabilities. The lack of consistency in the user experience presents challenges to mobile marketers to target messages that effectively position their online businesses to a mobile audience.

The variation in device capabilities and irregular adoption of mobile industry standards presents online marketers with unique challenges in tailoring the mobile experience to their customers. Without specific knowledge of the mobile devices that are accessing their site, online marketers are limited in their ability to create a compelling user experience for an audience on the go.

So, how can mobile marketers and web analysts stay ahead of these dramatic changes in their user’s online browsing behavior?