Mobile marketing

MCM/E-COMMERCE

Going mobile with
BY P.J. FUSCO obile is gaining momentum: If iPhone preorders, long lines of iPad early adopters, and the
• T • sheer volume of Android apps are any indications, we have legitimately started to move toward aggregating into more mainstream mobile services audiences.
These trends represent a distinct strategic shift for the future of mobile commerce in the U.S., as companies integrate mobile strategies into their marketing channels.
Before your company blazes down the RFP trail in search of a mobile solution provider, take a step back and consider where mobile search fits into your company's overall online marketing strategy. Mobile search patterns are quite different from Web search trends.

Mobile search behavior
Fewer than 10% of mobile device users employ search engines to navigate to their desired online destinations.
Nearly 40% of mobile device users type URLs directly into their phones, and many have favorite sites already bookmarked for easy surfing to clickable text links.
Most mobile device users now search for Websites by way of phone directory networks—the so-called ondeck portals preloaded by wireless carriers. Since these are usually fee-based service listings, some other division within your company might be holding the purse strings for your prelisted entry into mobile marketing. -NWAVE PHONE SII^ULATOR:
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