Rhino Marketing

Mobile Marketing

Mobile Marketing is growing fast and mobile devices are expected to overtake the desktop as the most popular way to get on the Web within five years.

Ever the early adopters on behalf of clients, Rhino has been doing large scale mobile marketing campaigns with AT&T in the US for over a year and knows there are a variety of compelling reasons for advertisers to attend to mobile marketing.

The key drivers for mobile usage are expected to be (in order of importance) money transfer; location-based services; mobile search; mobile browsing; mobile health monitoring; mobile payment; near-field-communication services; mobile advertising; instant messaging; and mobile music.

It’s not just the sheer number of users ( 4.6 billion accounts across the globe ) that makes mobile important, but the fact that there are now mobile cross linkages to the other elements of your digital marketing toolkit:

  • Mobile consumers now search, receive email, surf, consume video, listen to music, IM, access location based services, and in the process, consume advertising
  • In our ‘apples to apples’ comparisons of a variety of e-platforms (including search, banners, ad networks, portals, etc), Mobile’s # of impressions, clickthrough rates, cost per impression, and cost per pageview are all as good or better
  • You have the ability to deploy against market segmentation tools such as Environics’ PRIZM, for even more precise targeting

In terms of Social Media and Mobile:

  • There are now more than 150 million users accessing Facebook through mobile devices
  • Mobile Facebook users are twice as active on Facebook as non-mobile users.

Marketers appear to be convinced with 2009 global mobile advertising and marketing spend pegged somewhere between US$1.4 billion and US$7.5 billion. (Japan alone did US$1.14 so this could be conservative).

With the detailed comparative metrics we’ve seen, and the ability to add the same kind of targeting segmentation companies are familiar with in other channels, and the ROI, the case for Mobile is very strong.