Digital Marketing Power

Mobile phones and particularly the increasing adoption of smartphones, continue to change how people receive information, consume content and engage with others. To take advantage of the opportunities presented by these mobile devices and their expanded functionality and create an effective mobile marketing strategy, marketers must understand how consumers use them and what the implications are for content marketing, promotions, communications and purchase channels. Here are twenty-five charts of the latest research sourced from a variety of organizations to enable you to better understand how the mobile landscape has evolved so you can incorporate these changes into your marketing plans.

McDonald’s is using a new geotargeted mobile ad campaign to promote its hot beverages and grow McCafe sales.

While searching on your phone Something Interesting! shows up and you decide to click on it. This leads to a minuscule website requiring a combination of creative mobile gestures (press and zoom, swipe, drag, tilting the phone a different way) to help you sift through content. You zoom in, "No, that's too close." You move up, "Argh, that's too far up." After a while you have already forgotten what the Something Interesting! was and an incoming text message reclaims your attention, leaving the hard-to-navigate website in the dust.

This is where responsive design comes in.

At this point, you may be predictionedout. But, if you can make room for one more post about what mobile marketing holds in store for 2013 (U.S. focus), I promise to make it worth your while.

Mobile has started to play a huge role in marketing over the last couple of years, and this year will be no different. In fact, I am going to be so bold as to say that this is the year that mobile finally breaks out and has that hero moment that prognosticators have been talking about for the last 10-12 years.

Before I dig into my five predictions though, it is probably worth looking at a little background data that have helped inform my thinking

Read on....

For Facebook it must look like a no-brainer - exploit its huge consumer loyalty and half a billion mobile phone users as a way of opening up the mobile market to blue chip advertisers. Trouble is, there are reasons for the limited success so far of mobile advertising and none of them have completely gone away. Even if Facebook succeeds, others eyeing this potentially massive market may still struggle to cash in. Earlier this week, Facebook announced new ways for businesses to advertise to its users, including on mobile for the first time, by having marketing messages appear in its members' news feeds -- partly an effort to establish regular revenue streams as it gears up for an initial public offering.