Mobile can be an Extension of a Retailer’s Storefront.

It could be the ad delivered while you are reading the news in the morning on you iPad that knows you’re at home and three blocks from a Gloria Jean‘s. It could be the hotel loyalty program on your phone that, through a room sensor, sets the lights and thermostat and turns the TV to BBC World News as you walk in the door.

Soon every website  will be able to tell where you are, opening up the floodgates for location-based marketing and further blurring the budget and communication channel lines for advertisers.

Mobile can be an extension of a retailer’s storefront.

The potential of knowing when and where a consumer is — within privacy constraints, means thinking outside the interactive-advertising budget and dipping into the budgets of other marketing disciplines’ .  This means that the budget-buckets that were so nicely separated between advertising and promotions starting to fade.

But, it seems to me that just as Point of Sale material sits within the silo of Local Area Marketing so does this type of mobile location based messaging.

Google believe that about one-third of mobile searches have local intent. A recent US mobile report also claimed that location-based mobile spending will hit $4 US billion  by 2015, up from $34 US million in 2009. Including ad spending on promotions, events and research.  This report estimates that mobile as a whole will dominate U.S. interactive marketing spending as soon as 2014 with 70% share, or $56 US billion.

In the US as demand for stationary computers begins to dry up on a consumer level, forecasts state that by 2013, mobile will be the #1 way the world accesses the web.

Just triangulate me!


~ by rtymerej on March 28, 2010.

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