Ten trends in mobile (mobile phones in marketing and advertising)
Article Type: Abstracts From: Strategic Direction, Volume 29, Issue 4
Fergusson J. Admap, December 2012, Vol. 47 No. 11, Start page: 32, No. of pages: 2
Reports how the explosion in popularity of the smartphone has led to an increase in the use of, and desire for, new services and apps capable of use in marketing and advertising. Reveals that brands can capitalize by acknowledging and engaging with ten basic and related trends that encompass: the explosion in the use of mobile phones, especially smartphones; the use of location-based services; the concept of the mobile wallet; disrupting the retail environment;the appreciation of relevance in mobile marketing; enhancement of daily life;the delivery of content; the power of mobile marketing in emerging markets;using a mobile phone but not calling (decline in voice telephony); and the rise of the tablet computer. Cites TNS’s annual “Mobile Life” study,launched in April 2012, which investigated the behaviours, motivations, and priorities of the world’s mobile phone users. Article type: Viewpoint ISSN:0001-8295 Reference: 42AC098
Keywords: Advertising, Advertising effectiveness, Advertising media, Brand management, Communications technology, Interpersonal communications, Marketing communications, Marketing models, Marketing philosophy, Marketing strategy, Mobile telephones, Smartphones
