Mobile Marketing Busy Signal?

This just in… many Americans have cell phones. I know, I know, shocking…

Latest figures indicate that nearly 90% of all US households have cell phones, give or take a percentage point here or there. Cell phones, iPhones, Smartphones and so on have taken on a whole new meaning that goes way beyond just making a phone call.

You would think, given the fact that mobile marketing/advertising allows for 24/7/365 access to potential customers that direct marketers would be all over this new tactic like the USPS is to another rate increase…

Um… no.

From a recent article on eMarketer…

“According to an April 2010 survey by interactive and email marketing agency eROI, less than a third of US marketers think optimizing the mobile marketing experience is important to their customers.”

The eMarketer article goes on to reference a study by Multichannel Merchant which found that nearly 80% of US multichannel retailers had no m-commerce capabilities.

So we have nearly 90% of all American households filled with American consumers with cell phones all waiting and wanting to purchase a product, a ware, a service and so on yet over 3/4 of the retailers don’t provide the means to do just that?

Sounds like a busy signal to me…

What do you think?

• Are you a marketer and if so, are you utilizing mobile marketing in your marketing/advertising efforts?
  • If yes, what kind of results are you seeing?
  • If no, why? Cost? Time?

Tags: emarketer, eroi, iPhones, mobile advertising, multichannel merchant, Smartphones, USPS

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