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Unless youve been living under a rock for the past two or three yearsnot that theres anything

wrong with thatyou have bore witness to the mobile phone metamorphosis and the

smartphone surge. Lets face it, everyone and anyone has a mobile phone these days, or at

least it seems that way, right? We all either have a smartphone or its not-so-intelligent

stepchild, the traditional mobile phone. Sorry, dont mean to slight the traditional mobile

phone; after all, we ALL had one at one point.

Video: Motorola Unveils New Offerings

Video: AT&T Unveils New Wireless Data Plans

The numbers, as they say, do not lie:

234 million Americans own a mobile device.

As of July 82.2 million Americans owned smartphones, up by 10% from April 2011.

The number of advertisers using mobile advertising has doubled in just two years.

Revenue from mobile ommerce will increase tenfold from 2010 to 2014 in the US.

The total value of mobile payments for digital and physical goods, money transfers and

NFC (near field communications) transactions will hit $670 billion by 2015 nearly three

times as much as will be seen this year, $240 billion.

1/3 of us would rather give up sex than our mobile phone.

Do I have your attention now? Yes, you read right. 1/3 of us (not saying which 1/3) would

rather sleep with their mobile phone than theirwell, you get the idea.

Want more?

Good, cause I got more

Among all interactive marketing platforms, mobile marketing is expected to grow 38%


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over the next five years with an estimated $8.2 billion being allocated to it by the year

2016.

Google Wallet. The latest gizmo/gadget from Google is an app that will use NFC

technology to turn your phone into your wallet literally. It stores virtual versions of your

existing plastic cards on your phone, along with your coupons, and eventually, loyalty and

gift cards.

iCircular. Havent heard of this yet? You will. Its a new app developed by The Associated

Press and is intended to be the digital equivalent of coupons and other promotions thatare inserted into the print editions of weekend newspapers.

In 2011, 73.5 million mobile users will play games at least monthly, up 22.1%. By 2015,

more than 100 million US consumers will play games regularly on their phone. And

something tells me the advertisers and the marketers out there would want to get their

message in front of all these gamers.

Ok, so now you know why its important to be advertising and marketing in the mobile space.

At least I hope you realize that by now.

But, and this is a big but: Its huge. Its colossal. Itsyou get the point. Before you go rushing

off to start on your mobile-marketing and mobile advertising campaigns, remember these two

things:

Test. Test. Test. Ok, I know thats three, technically butconsider yourself a mad scientist

working in a laboratory. You want to ascertain the effectiveness of something before you

announce it to the world, so what do you do? You test, of course. And then you test some

more. And then maybe even a little more. In other words, dont just jump into the mobile

marketing and mobile advertising pooldip your toe in it first, see how the water is.

1.

Integration. Repeat that word over and over in your head. Mobile marketing and mobile

advertising can only truly be successful if, after youve tested it, of course, it becomes

one part of your overall marketing and advertising strategy. It can be an incredibly

powerful tool but it cannot work alone or in a silo. It needs to play with the other kids:

TV, radio, print, online, and so on, in the marketing and advertising sandbox.

2.

So go forth ye marketers and advertisers and integrate mobile into your campaigns. Youll be

glad you did.

+ Comment now

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