Software leader confirms the rise of mobile marketing
Mobile marketing has recently gained a lot of steam, but it still hasn’t been embraced by most brands. Only the most progressive minds have spotted the potential energy… and only the most progressive agencies have integrated it into cross-channel campaigns. But who, on the list of early pioneers, is worthy of a special mention? Your friend and mine, Adobe.
Adobe’s newest suite of deluxe design software, Creative Suite 3, actually has exclusive features built in, for crafting dynamic mobile websites. That’s right, it has a dedicated section, with dedicated tools, for creating the future of interactive content. But, you may say, mobile marketing is still relatively new. Did Adobe jump the gun with this new direction? Nope.
Surely, they did their research first:
- 89% of major brands plan to market via mobile phones by 2008. Over half of these brands plan to dedicate up to 25% of their marketing budgets to mobile. (Mobile Marketing Association, 2007)
- Total spend on mobile messaging, display ads, and search will grow from $708 million in 2007 to $2.2 billion in 2012. (Jupiter Research, 2008)
- 254+ million wireless subscribers live in the US alone. (CTIA Wireless Association, 2007)
- 25% of cell phone owners in the US browse the Internet from their cell phones. 16% do so frequently. (Jupiter Research, 2008)
The fact is, mobile marketing is a highly compelling upgrade to the world of promotion. It gives a top-level boost to branding, information access, customer communication, and campaign influence – by picking up exactly where email, websites, and search leave off. Mobile marketing advances these other channels, in one particular manner, by allowing brands and consumers to connect more closely. Simply enough, it uses a gadget that is available more than any other. Unlike established media – digital or physical – mobile devices are almost always within arm’s reach. They close the distance between users, and open the means of fluid communication. This concrete advantage is earning mobile marketing a distinct status, and pumping up brands with vision.
Industry leaders, like Adobe, are doing their part to proclaim the strength of mobile marketing. Adobe’s newest chunk of design software is rolling out the red carpet, and endorsing bolder lines of strategic thought. And when incorporated properly, it’s able to set campaigns in a whole new motion. Are you ready to blast into mobile?
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