So we've all been hearing about the year of mobile right. All you have to do is look around and see everyone is not looking up anymore. Let me ask you a question. What's the best way to get someone to respond to you? A text message is my answer. Even if they are in the same room!
It's no secret smartphones are a way of life these days. Just think back a few years when you wanted to get on the internet you had to run to a computer just to get your fix. Now it's at our finger tips anytime we want it. Awesome! All that information just waiting to be plundered.
We here in the U.S. probably consider ourselves technologically savvy but when it comes to smartphone adoption Spain and Italy are both ahead of us. Oh my what has the world come to? Just take a look at comScore's report below.
Let's talk social engagement for a second. While Facebook Place, Foursquare and Gowalla are not yet a household name they are getting there. Marketers who aren't involved yet definitely have mobile on their radar. There are some challenges when it comes to planning strategies around the convergence of social media and mobile marketing and ways engage these consumers.
There seems to be a bit of a disconnect between smartphone adopters and what people are actually doing online. Smartphone apps and online services aren't quite synced up yet when it comes to mass consumption.
Location based marketing is starting to come into it's own. The folks who adopt the usage of these applications embrace and use apps such as Groupon, Facebook Places, Foursquare and Gowalla.
The social-mobile sphere has not quite appealed to the masses… yet. There are some reasons why the masses have not embraced these new technologies like the rest of us eggheads. Here are a few
• 50 percent don't own a smartphone
• 49 percent had no motivation to use the app
• 48 percent had privacy concerns
Facebook Places is the one area that is seeing a high adoption rate. However this is all due to the simple fact that most people are already using the Facebook app and it's included in the download. Clever Facebook, clever. Foursquare however has taken a different approach and awards it's users with badges and mayorships. It's almost like a game that keeps the users engaged and using the app. Groupon keeps people involved by offering the "deal" and people want to share that with their friends. Talking about deals, both Facebook Places and Foursquare offer check-in deals that merchants can set up when a person checks-in to their establishment. Gap ran a great location-based check-in deal campaign. Just Google it already.
Location-based marketing is coming into the mainstream slowly but surely this type of consumer engagement will become part of everyday life for most. 2011 will still be the year of mobile just not for location-based marketing. Marketers will want to start engaging the consumer and starting location-based marketing strategies now so they can learn what works and what doesn't before it's too late.