A popular topic of debate these days is whether “mobile” has arrived as a significant force in connecting business with customer. Or stated more simply “Is this the year of mobile?” A November 15, 2009 article on BrandWeek.com, prompted by Google’s acquisition of AdMob, lays out the case that 2009 is not the year of mobile, and I tend to agree but for different reasons.
Titled “2009 Really Isn’t the Year of Mobile” the article points to factors like the small ad spend in mobile relative to search, the limited number of iPhone users versus the overall population, a lack of killer applications, and an inconsistent mobile web experience as reasons 2009 isn’t mobile’s year.
Even as these barriers are breached, the debate will continue unless marketers identify less with “mobile” as they do “marketing effectively to active customers who happen to be interfacing with them using a mobile device.” It is a lot easier to hone in on limitations and innovations around specific mobile technologies and marketing techniques, than it is to bring all available means to creating intelligent, thoughtful and relevant customer interactions that happen to occur at the point of device.
I would argue that before any of the factors cited in the article are overcome, marketers must begin viewing the mobile channel in this manner. Unless mobile marketing technology providers offer the right solutions to shape this perception, the question of whether mobile has arrived will continue to be debated.
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