Experts in the mobile marketing field are predicting that 2012 will be the year that mobile phones will come into their own as a marketing tool. Mobile marketing has grown and its year-to-year numbers show that it is increasing by approximately 30 percent each year, which I would say is a very clear indication that mobile is becoming the new standard communication tool. Over the last several years, print advertising revenue is down by approximately 12 percent.
As technology continues to advance and handheld devices become a more important means of communication, consumer buying habits also change and evolve. Simply because mobile technology allows companies to put messages in front of consumers constantly, it doesn't necessarily follow that it will be the best way to increase revenue.
I think that companies that do not use available mobile technologies as part of the marketing plan are missing out on opportunities to connect with prospective buyers and grow their customer base, but the methods used have to capture a cell phone user's attention with a meaningful message and attractive savings offers. Otherwise, the message is just add to all the noise that consumers are dealing with every day.
Mobile technology definitely has a place in an overall marketing plan, so companies need to consider carefully where it fits in to the mix. With over five billion mobile subscribers worldwide, there is a huge market waiting to be tapped, and 2012 looks like it will be the year to put these plans into place.