Mobile marketing has an additive effect on other advertising and marketing efforts and can bridge the gap between digital and traditional campaigns. It is also flexible, lending itself to both direct response and brand reinforcement campaigns. (Source: eMarketer, June, 2009)
Despite the rising number of mobile users and their increasingly sophisticated habits and mobile devices, currently advertising and marketing dollars flowing to mobile lag behind consumer usage of the channel. This however is about to change and the change is going to be significant. According to eMarketer, mobile advertising spending is going to increase from a mere $416 million in 2009 to $1.560 billion in 2013.
This increased growth will ultimately create a need for better creative. Up until now, marketers and their agencies have done a tremendous job of recycling and repurposing creative assets from other media and channels, in an attempt to make sure that as much of the budget as possible goes into working media.
This is an opportunity for agencies to step up to the plate and deliver a better quality product while demanding more fully funded mobile production budgets. While most creative types currently believe that mobile environments have significant creative limitations, the reality is that this is indeed not the case. The problem is that most creatives are not aware of the technologies currently available and hence what is actually possible.
While there are currently some notable agencies out there leading the charge and creating excellent work, most seem to be overlooking the opportunity.