Mobile Ad Deals Signal Rise of Mobile Consumer
Apple is buying mobile advertising company Quattro Wireless for $275 million, according to All Things Digital. This is the second major acquisition of a mobile advertising player in the past two months, as Google announced it was forking over $750 million for AdMob Nov. 9, 2009.
The move by both tech giants to bolster their mobile advertising prowess portends big things for the importance of mobile advertising in the years to come. As consumers increasingly use smart phones to navigate the Internet and access online applications, the ability to connect with them through this medium will only increase.
The recent M&A activity around mobile advertising validates our choice of mobile’s effect on media consumption as one of our five emerging media trends for the next five years. The integration of these companies into Apple and Google’s mobile offerings could mean big things for small businesses who want to connect with their customers.
As mobile advertising delivery improves with these acquisitions and others that follow, owners should stay aware of the new capabilities and how they can leverage them in their small business marketing. Businesses will be able to offer new, “portable promotions” to customers directly on their mobile device. It will be the digital equivalent of direct mail coupons, except they will cost a fraction of the price, they will be remembered and used more often, and they will be infinitely easier to track and analyze.
Mobile coupons are just one way mobile technology will affect the way small businesses operate and attract customers. Consumers are more frequently searching for needed products and services from mobile browsers while they are out and about. The small businesses that are forward thinking and recognize this opportunity will optimize their online presence for the mobile consumer.
Has your small business considered its mobile strategy?
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