|| Print ||
|On the Scene|
|Tuesday, December 06, 2011|
By Emma Hall
As smartphones have become more affordable, mobile advertising has hit an all-time high. The possibilities for mobile marketing have a broad reach for many countries, where for some people a smartphone is their first access to the Internet. In the U.S., apps have become a part of daily life to many people. The average person uses 15 apps each month, yet the average lifespan of an app is only one month—barring the big kahunas like Facebook or weather apps. As of January/February 2011, smartphone users spent an average of 40 hours each month using apps.
This ballooning market means that changes are happening so quickly, it is hard for even the experts to keep up. Currently, an estimated $3 billion is being spent on mobile advertising annually, a number that is projected to reach $21 billion in the next few years. It is a lucrative market where currently one of two users takes some sort of action after viewing a mobile ad.
These issues were addressed at a recent Innovation in Motion, a monthly gathering in downtown Portland to discuss interactive marketing and online innovation. Held on the first Thursday of each month at Haypenny Marketing, December’s meeting was “Mobile on the Move: 2012 Trends and Beyond.” Moderated by Haypenny Marketing’s Kevin Long, the panel was comprised of three heavyweights in the Portland mobile marketing world: Ben Leftwich, account executive at Anvil Media, Dave Shanley, founder and CTO at CrowdCompass, and Scott Townsend, marketing manager at Urban Airship.
As mobile marketing becomes more widespread and users are increasingly inundated with mobile ads, this number is bound to go down, Leftwich says. With so many potential consumers to be reached, there is a huge fight brewing between apps (Apple) and the mobile web (Google). Mobile search has increased more than 30 times since the release of the first iPhone. The top sites visited on the mobile web are currently:
1. Search engine sites
2. Social media (mostly Facebook)
3. Retail sites (mostly Amazon and eBay)
So what’s next for mobile innovation? The panelists agreed that local search is becoming more and more important. They advised attendees to claim their Google Places page and Bing Local listing. “That’s the No. 1 thing you can do as a small business owner,” says Leftwich.
As smartphone users become more savvy, they don’t want an app from every business that just promotes one company. In order to stay relevant, apps are going to have to become more useful, such as the Nike+ app that maps your runs, or Weber’s On the Grill app that provides recipes and techniques for barbequing. “Not everyone needs a native app,” says Townsend.
Emma Hall is the web editor for Oregon Business.
|The 100 Best Companies to Work For in Oregon|
|Help Wanted: Poached Jobs aids restaurateurs |
|How Oregon will survive the loss of Hanjin|
|On the Brink|
|Thy neighbor's house|
|How a Utah-based essential oils company cornered the Oregon market|
|Green Rush: Cashing in on legal marijuana|
|McDonalds pledges to stop selling chicken raised with antibiotics|
|Uber invests in mapping software, setting up contention with Google|
|Bill Gates leads Forbes' richest people list|
|Oil continues to gain on supply risks|
|With AmEx out, Costco turns to Visa, Citi|
|California gas prices spike|
|SeaWorld aims to alter marketing strategy|
Generations of students and graduates have been plagued by the question: What is my true calling in life? Four alumni from Corban University’s Hoff School of Business who graduated in different decades say the school helped them find the answer by giving them a practical, well-rounded education.
It’s happening whether anyone’s ready or not. Businesses here in Oregon and across the U.S. are already experiencing the effects of the largest generational shift in recent history, and these changing tides will impact every level of the workplace — from a company’s executive leadership to its cultural core.
Success stories spotlight meaningful career opportunities in Oregon's diverse and lucrative tourism industry.
Local businesses interested in offering retail items, food and beverage, or passenger services at Portland International Airport are invited to attend one of two meetings on March 17.
The Firm was recognized for the strength of its case matters during 2014, including precedents set or verdicts with notable high dollar amounts at stake.
The Oregon Chapter of the Society for Marketing Professional Services, will be hosting it’s Annual Dinner and Keynote event on March 12, 2015. The evening promises to be memorable, with this years Keynote, Christine McKinley.