Mobile's Time Has Come
September 6, 2011
By Bill Duggan, Group EVP, ANA
Results of a new ANA survey are just in on the use of newer media platforms. Social media and mobile are both red hot. 89% of marketers are now using social media and 75% are using mobile. Recent growth for both has been strong, as reflected in the numbers below.
Use of Media Platform
Mobile's growth trend is particularly interesting - very modest growth from 2007 to 2009 and spectacular growth from 2009 to 2011.
In my eleven year tenure at ANA I have often heard that mobile's growth will be "next year" and then "next year" does not quite live up to its promise. But next year has finally arrived.
Some other interesting findings regarding mobile from that new survey:
- Use of mobile is high among both b-to-c (88%) and b-to-b marketers (65%).
- Among those marketers not using mobile, it ranks high on the list of newer media platforms that they plan to use next year. So that 75% penetration for mobile will surely be increasing.
However, marketers are not yet completely sold on the effectiveness of mobile. It fact, mobile ranks behind a host of other newer media platforms in terms of perceived effectiveness (behind websites, SEO, SEM, email, webinars, online ads, social media). So it still has some work to do.
According to Wendy Clark, SVP, integrated marketing communications and capabilities at The Coca-Cola Company, mobile is the MOST important medium for the firm going forward. That's quite a statement from a company that is over one hundred years old and sells beverages! Wendy will be the opening keynote speaker at the ANA Mobile Marketing Conference presented by MediaVest on September 14 in NYC. Other companies that will share their perspective on the importance of mobile will be Walmart, Hershey, American Express, HP, Westin Hotels, Sprint Nextel, and MediaVest. Check out the agenda and I hope to see you there!
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