Mobile marketing expert speaks out
Mobile marketing has yet to realise its full potential, according to an ad industry expert.
Jeffrey Grau, eMarketer senior analyst and writer of the new study Mobile Commerce: Ahead of its Time, made his comments after a recent report showed strong demand for buying products on the move.
According to a Billing Revolution survey that took place between April and May 2009, ordering pizza is the service US mobile users most want to be able to purchase with 59 per cent support.
Buying movie and event tickets is close behind (58 per cent), followed by booking hotel rooms (43 per cent), ordering fast food (42 per cent), purchasing music (41 per cent) and arranging travel tickets (40 per cent).
Mobile marketing is a 'missed opportunity'
"A number of retailers and third-party developers have introduced mobile apps that give consumers powerful new shopping tools and added convenience," explained Mr Grau.
"But most retailers are either standing on the sidelines or in the midst of planning their mobile commerce strategy."
Mr Grau also pointed out that the lack of standardisation among smartphone browsers may be perceived as a "major obstacle" by many retailers looking to enter mobile marketing.
Last month, news emerged that telecommunications company 3 had signed its first dashboard advertising partner.
Under the terms of the linkup, ads from directory services provider Yell.com will feature prominently every time users launch the internet on their phones.
The mobile marketing deal will enable Yell.com to advertise to more than 1 million customers, according to figures released by 3 at the time.