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Rodney's commentary - Where's the Mobile?

by Administrator March 16. 2010 03:09

Interesting to see mobile was not mentioned in this article with all the early success CPG brands are finding with their mobile initiatives.

A Deloitte survey in November found 19% of Americans noting they would use their mobile devices for shopping during the holiday season. The number for 18 to 29 year olds was more than double at 39%. Phones were reported to be used to find store locations, obtain coupons and sales information and research products and prices. One-quarter of all who planned to use their phones to shop reported they would make purchases on the devices.

Additionally, according to “User View Wave VII” from BIA/Kelsey and ConStat the overwhelming majority of US Internet users research online to find local products and services.

The most common online tool is search. Given smart phone penetration reaching almost 1/3 of all phones in the US, which will eclipse computers when it does, mobile search - especially Organic Search, alone is and should be an important "Shopper Marketing Tool."

Additionally, Gartner, a leading think tank for the technology industry recently forecast that within three years, world wide, smart phones will be the #1 way people access the web.

Right now consumers are picking up their e-mail and social media messages on their phones. They’re using Google and search engines for more information on their phones too. For many, mobile is the low cost entry to the internet vs. a computer and broadband service.

GPS, Bluetooth and other self-identifying, opt-in technologies already have the ability for one-to-one communication and are being used in “Shopper Marketing Programs” around the world, which should make mobile, at the very least, a tremendous and significant "Shopper Marketing Tool."

We cover the emerging trends changing the marketing landscape today and over the next 10 years. Mobile is our top pick. We also have a special on-line engine, The Moose Tracker, that is updated weekly with top mobile and social media programs from around the world. All are available free on site under "Insights

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