Technology is being developed to be able to identify the specific geographic location, within 5 to 10 yards, of the telephone. This allows the opportunity to send highly targeted location-based advertising to the device. This opens up a whole new range of opportunities for marketers. We’ve been hearing for years about the scenario where you will be walking by Starbucks when your cell phone will vibrate. When you review your mobile device screen, you see that there’s a two-for-one special for Starbucks that has been sent to you.
Another technology we understand is coming is the bar code reader attachment for the telephone. Every item for sale in the world has a bar code. You’ll be able to scan an item and, using your mobile device, go to the Internet to find where the best deal is on that particular item within whatever
radius you define.
Location-based services will change the way we do lots of things. In speaking about this at conferences, I jokingly recommend that if the boss has provided
you with a cell phone or mobile device and you’re going golfing on Friday afternoon, leave the boss’s device at the office and set it to call forward to your own device. If you’re looking for brownie points, leave it there for the weekend.
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With mobile devices we can do all kinds of things—check our flight schedule, transfer money from one account to another, pay our credit card bill, make a hotel reservation, check our investment portfolio, take and send a picture, watch a video, check the score of the baseball game, check the weather in Topeka. With the new 3G devices we can do even more, faster.
The mobile marketplace is significant. There are over 1.8 billion people out there with a mobile device capable of voice, text, image, and Internet communication. This number is increasing at a rapid pace as less-developed countries like China and India are going straight to wireless for their phones. We are seeing swift and wide acceptance with over 350 billion text messages exchanged over the world’s mobile networks each month. The Yankee Group tells us that over 15 percent of these messages are classified as commercial or marketing messages, telling me that there are 52.5 billion marketing messages currently being exchanged monthly.
Mobile marketing is a marketer’s dream. It allows direct, personal communication in real time with the opportunity for immediate, direct response. There are a number of mobile marketing opportunities—instant messaging, location-based services, profile-specific advertising, subscribed content, SMS (short messaging service), MMS (multimedia messaging service), and mobile blogging.
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Podcasting is a relatively recent addition to Internet marketing. What is podcasting? The term is a combination of two terms “broadcasting” and “iPod” the latter referring to Apple’s portable digital audio player, although any MP3 player can play the content.
Podcasting is basically a method of publishing audio content via the Internet, allowing users to subscribe to a feed of new files usually MP3s. Podcasting became very popular in late 2004. You can browse the Internet to find podcasts that are of interest . you can sample and subscribe to those that you’re interested in and then sync them to your MP3 player to be able to listen to them anywhere, anytime. Once you subscribe to a podcast, your device will automatically check for updates and download new programs to your computer. When you sync your device, all your podcasts are delivered to that device.
Now you can listen to your favorite talk show while jogging. You can listen to the 6 a.m. news at 10:27. You can listen to Susan Sweeney’s Internet Marketing training programs while sitting by the pool. You can listen to movie reviews while standing in line at the theatre.
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