Mobile Marketing in 2010
VML was recently asked about the 2010 mobile media landscape based on what we are seeing internally and from our clients.
Needless to say we are bullish on the future of mobile.
We continue to see higher client interest in the mobile channel. Every new RFP that we work on includes a mobile component. While a majority of our efforts in the second half of 2009 have been around iPhone applications, we are seeing more mobile web development as users begin to access websites from a smartphone. As clients develop mobile applications and mobile web content there will also be a need to activate this content through mobile media.
The primary drivers of mobile marketing is the uptake in consumer adoption and the press. All the news around the iPhone and major companies (i.e. Google) investing in the mobile channel are forcing clients to ask what they should be doing in the space.
The biggest issues holding mobile back is the lack of familiarity of the channel by clients and the feeling that they do not have to be in mobile to meet their business objectives. As more clients start to execute mobile programs they will begin to see the unique value and become comfortable with mobile marketing.
We are very excited for 2010.
Chart: Kelsey Group 2009
