Tocquigny

Over the last decade, the shift from traditional advertising to online advertising has fuelled the growth of interactive agencies like Tocquigny. Another recent dramatic shift in budgets to mobile advertising is a wake-up call for agencies and advertisers to redefine their approach to building websites that include more than the “traditional” Web.

Is mobile stealing wallet share from traditional budgets or even “traditional” online budgets? One could argue the case using these recent stats: According to a survey by the Mobile Marketing Association (MMA), from 2010 to 2011, mobile marketing budgets will increase by 124%. Comparing that to other channels, digital as a whole is increasing 30–32%, while TV spending remains flat, at 16%. Outdoor is dropping by 26%, newspapers by 25%, and DM by 18%. Furthermore, according to a recent survey by J.P. Morgan in June, mobile budgets are projected to continue this pace into 2012, more than doubling 2010 budgets to $566 million.

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Every company is thinking about mobile marketing (and for good reason). Mobile devices are expected to overtake the computer by 2013 as the most common way to access the web according to a recent research study by Interpublic’s Initiative.

Consider these 5 tips before embarking on your mobile marketing journey. And if you’ve already begun, hopefully these are more reminders than “secrets”:

(1) Mobile marketing is much more than just apps. Consider mobile devices as fully functional media platforms, just as the PC has been over the last two decades. Think about all the possibilities that the mobile platform provides:

• Mobile web optimization – How does your website look? How does your website look on a Blackberry Pearl? A Motorola Droid? What content are you offering these time-sensitive and location-sensitive users?
• SMS/MMS Marketing – What other form of communication has the ability to reach 95%+ of consumers?
• Native applications – iPhone Apps of course, but it’s also important to remember that almost every phone and OS manufacturer offers an application store.
• Mobile advertising – Generate brand awareness, leads, and sales for your business through mobile ad placements.