Over the past fifty years, marketers have always needed to adapt to changes in digital communication mediums and platforms and look to create an ever-more-personal advertising experience — starting with TV, as Lisa Stauber notes at Cinema Blend:
Circa 1950, television viewers were treated to commercial after commercial for the same product during their viewing time. Shows were sponsored by companies, giving us the Kraft hour, and soap operas named for sponsor Proctor and Gamble’s products. This was Lucille Ball’s inspiration for the classic spoof, Vitameatavegamin.
Over time, the methods of advertising changed as television technology evolved. The arrival of Nielsen ratings allowed marketers to begin to target individual demographics with advertisements for specific products. Alternatively, as viewers today increasingly skip commercials by using devices such as TiVo and methods such as (often illegal) online downloads, advertisers are now forced to use product placements – as shown in the memorable “Friends” Pottery Barn episode.
Ever since the World Wide Web first became accessible to the public in the 1990s, marketers have been experimenting with new ways to monetize online traffic and advertise on the new medium effectively. In 1994, website owners began selling banner advertisements. Google unveiled AdWords in 2000 and AdSense in 2003. Targeted online marketing has become popular as more and more people develop and market their own websites on given topics. Most recently, advertisers have been able to integrate social media into their Internet-marketing campaigns.
In the past fifty years, television advertising and Internet marketing – just as two examples – have been changing over time, as demographic trends are changing and technological advances are taking place. But a much-bigger digital revolution is now on the verge of exploding – mobile advertising and marketing. Just take a look at how mobile devices have changed in a relatively short period of time (25facts):
Just as cellular phones themselves have progressed in no time at all, so have mobile-marketing methods. The first advertisement was sent over SMS in 2000.
These days, technology has evolved to a point where marketers can reach their target audiences via endless types of mobile experiences and applications (The Guardian):
2D barcodes and QR codes offer discounts and coupons ( Wikipedia Commons):
B2C companies can also target people within a certain geographical area ( Mobile Marketer):
And these are just a few examples. The data is clear — the benefits of mobile marketing are obvious and easy to measure (the image is from Touchbase blog):
The key to being successful in such a rapidly-changing (but profitable!) context is education. As recent years have taught us, last year’s technology will likely be outdated this year. Last year’s mobile-marketing strategy will probably not be as efficient for this year’s, and new technologies require new adaptations.
How will mobile marketing change in the next year – and over the next fifty? What are the latest mobile developments taking place as we speak, how will these affect the future of mobile advertising, and what do they mean for your business?
These are all questions we are hoping to discuss with our community via our new MI Blog — using MassiveImpact’s years of global, mobile-marketing expertise and reach into markets both in Asia and North America, we will aim to shed light on various topics related to mobile marketing. Our posts will cover the latest developments, compare players, provide interesting case studies, and touch all aspects of mobile advertising, helping marketers to make more-educated decisions on how to join this rapidly-evolving evolution called “Mobile.”
Welcome to the Mobile Ad Revolution!