Black Friday always excites retailers, but this year Black Friday and the new Cyber Monday brought a new wave of purchasing never before seen. Purchases using mobile phones skyrocketed 310% this year! The new trend of marketing and purchasing from mobile phones has taken the market by storm and there are several companies making huge strides in developing advertising and applications for the mobile world. When mobile marketing first began, it focused solely on SMS or text messaging. Many consumers and companies alike felt the texts were spam, and unwanted. Since then cell phone technology has improved exponentially and mobile applications are the wave of the future.
MobileStorm is a leader in the mobile marketing industry. The company has been around since email marketing began (about eleven years ago) and has fared well amongst their competitors. MobileStorm provides a hosted mobile and email platform for companies eager to expand their advertising market. MobileStorm offers world class technological support and guarantees a nice return on investment. Although email marketing is a huge part of MobileStorm, they also provide:
* SMS Messaging
* Voice Messaging
* RSS, and
* Video and Fax Broadcasting.
The best part of MobileStorm is that they recognize that all companies are not in the position to pay for large scale marketing efforts and therefore provide two different options. The MobileStorm Go system is ideal for businesses simply looking to reach their audiences quickly and cheaply, while the MobileStorm Pro focuses on larger marketing strategies, integration, and brand protection. While MobileStorm may to be the largest mobile marketing company, it does have some pretty reputable clients like Nascar, Hard Rock Cafe, American Idol, and Ashley Furniture Home Stores.
Millennial Media is one of the largest of all mobile marketers and has been in the business since 2006. According to Nielson research studies, Millennial Media reaches 80% of the mobile web and has several hundred different advertisers on the network every month. Millennial Media boasts entertainment powerhouse clients such as Time Warner, MTV, Disney, and Fox. As one of the largest of the independent mobile marketing companies, Millennial Media exceeded $9 Billion in advertising requests in 2010. Millennial Media sets itself apart from other mobile marketers by focusing on creativity, first-to-market solutions, and being the only company to offer specific and scalable audiences.
Jumptap, another major player in the mobile marketing game, is unique because it focuses on letting the consumer control the advertising. Jumptap finds that customer control leads to better targeting, more relevant ads, and high click through and conversion rates. In September 2010 Jumptap added video, making it the only company to offer all mobile solutions in one single platform, including:
* Search
* Display
* Rich Media
* Video, and
* In- app Advertising.
Mobile Marketing Companies Often Do Much More Than That As Well
Jumptap stays competitive by developing innovative IP ( intellectual property) protection on many of their solutions. Jumptap has received over five United States patents on their developments in the past year and will surely remain a force to be reckoned with among the competition. Recently, Jumptap partnered with Cyber Communications, Inc. (CCI). As Japan’s leading media representative company, CCI will be the only partner in Japan offering Jumptap advertising technology. CCI is owned by Japan’s Dentsu, Inc., and plans to invest heavily in Jumptap. Jumptap is aware that mobile apps are making it possible to reach targeted audiences more effectively, and have initiated their Passport to Freedom initiative orchestrated to provide increased revenue possibilities for the mobile app developers. As mobile applications become more prevalent, it will become increasingly difficult for the developers to compete with large companies’ substantial developing budgets.
It should come as no surprise that Google has a foothold in the mobile marketing game. Google’s Admob was started in 2006 by a developer looking to remove the roadblocks to engaging users. Now, Admob has become one of the largest players in mobile marketing by investing in cutting edge technology and snatching up the most talented developers. With Google’s notoriety, it is understandable why companies like Ford, Paramount Pictures, and P&G have used their marketing tools. Admob provides business models for companies looking to monetize and serves over a billion ads per month! Compared to MobileStorm’s 3 billion ads total, you can see why Admob is the ultimate front runner in this race. Admob also provides monthly mobile metrics reports that allow clients and partners to recognize the trends in the market and strategize about their advertising accordingly. Like MobileStorm, Google’s Admob allows companies with varying advertising budgets the ability to reach consumers worldwide.
Never to be outdone by Google, Microsoft also offers cutting edge technology making them a preferred choice by many companies looking for mobile solutions. Microsoft Advertising has enormous resources and outlets for their advertising campaigns and claims to reach over 688 million customers per month. The sheer size of Microsoft and Google insure their positions in the mobile marketing arena, but the smaller companies highlighted above may offer more personalized approaches and be better equipped to reach specialized niches of customers. The increase in mobile phone applications signals the developing trend for companies’ focus on reaching consumers wherever they are. Future advancements will focus on local advertising and tracking users’ interests. These techniques will make mobile advertising even more effective.
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