The Future of Mobile Marketing

With Google’s recent purchase of admob and Apple’s purchase of Quattro (both successful mobile ad servers), it is obvious that more and more major players are investing in proven ad delivery.  What has yet to be determined is the differentiation between mobile and web campaigns for small businesses.  Google has recently started actively pursuing the small business market with such lures as $100 vouchers to trying adwords out.  This has been effective in getting small propreitors who were previously either intimidated or wary of the cost of trying Google’s SEM. 

 It’s pretty much a no-brainer from Google’s perspective and has proven wildly successful in getting small business owners to try it out.  However, there currently is no way for a small business to differentiate a budget.  For example, if a pizza parlor wanted to have split their $1,000 budget run between adwords and admob (or mobile adwords), they cannot.  This is something that is coming shortly, and will be very telling as where and how google is getting businesses in front of those searching.  Once small businesses are able to easily differentiate budgets, their seems to be limitless potential with this. 

How Quattro will help Apple is a little less concrete because there is no web piece for a small business to use as well.  They do have the cache associated with Apple though.  Interesting to see what pans out and how small local businesses take to direct advertising campaigns on mobile networks.

Screenshot of Mobile Ad Placements

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3 thoughts on “The Future of Mobile Marketing

  1. melissa Bird-Vogel January 26, 2010 at 8:29 am Reply

    Thanks for the blog post, James! I’ve been wondering the same thing about Quattro and Apple.
    Also been wondering, since I’m looking to go into consulting and services for sm. businesses, how does one manage a small budget and still allocate for mobile? tough call. Which is exactly why I think Mobile Marketing is still in its infancy so to speak. Although not sure why coffee shop chains aren’t doing location-based advertising, since it’s easy to know where the local Sbux is, but usually need a compelling reason (like knowing exactly where it is or a discount) to seek out the lesser-known spots.

    • seattlekungfoolery January 26, 2010 at 5:40 pm Reply

      For a small coffee shop I think it’s all about margins. If they have to pay for a click when they make $___ on an average sale (probably $1-2 max), it doesn’t make financial sense (unless you have multiple locations (like you suggest), a lot of competitors around you in tight geography, and a very low cpc), because generally speaking, the small coffee shop will show up on the map or guide/directory whether or not they’re paying – partially because the application would generally be used for something you’d likely walk to…. Now if you are driving down I-5 and you are deciding when to pull off – and the technology allowed advertisers to make those differentiations, that might make more sense to a business that has very small margins.

  2. matzilla1 January 27, 2010 at 3:24 am Reply

    Good Piece James I also wonder whether google with stick to the user initiated or add in some “push” advertising across the mobile platform. I don’t know AdMob very much but it seems that this opportunity can help advertisers of google to extend its consumer reach even more since they are not dependent on users looking for something via search in all cases like the web.

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