Mobile Marketing on a Shoestring

By Michael de Souza, VP Media

As 2012 approaches, there are still companies that have not allocated budgets for mobile marketing yet.

What are they thinking?

Yes, we are biased, but here are the facts:

• The number of mobile devices is about to equal the number of people on this planet.
• Mobile is the primary – sometimes the only – way to access the internet in many markets
• Mobile advertising is inexpensive as compared to other media
• It is easy to measure the return on investment and unlike print, radio and TV, marketing can be directly linked to sales.

So if you are a brand manager, agency type, media buyer, strategist or really anyone who has a creative say about what goes into a campaign, don't be scared of change.

Listen, we realise you could get fired for spending half a year’s budget running a mobile campaign (but never for a TV commercial!), so here are some ways you can become the go-to guy on your team for mobile.

Five Predictions for the Mobile Industry in 2012

It's that time of year when we bring out our crystal ball and gaze into the not-so-distant future.

What would you think of a world where mobile devices all operate off of the same system, tablets replace laptops AND phones, coupon giants go the way of the Netscape & Friendster and m-Commerce remains a distant dream?

NO, we wouldn't believe that either! The mobile industry is constantly changing, but based on our experience of the past year, we're confident that these 5 predictions will hold true:

1. Marketers finally accept fragmentation.
2. Tablets are recognised as a new type of media, unique from PCs and phones.
3. Coupon companies go mobile, add fulfillment, then soar.
4. Small businesses embrace mobile social media.
5. m-Commerce comes of age in emerging markets.

Let's take a closer look!