The ins and outs of mobile marketing show that we are no longer living in a pop up and spam filled world. Marketing has changed over the years as a result of further development of technology and more people become more dependent on technology. The mobile screen is now officially the first one most adults reach for when they want to get their media fix. Mobile devices are being used even more than regular newspapers and magazines at the current point in time.
The timeline of mobile marketing tells quite a story. The origins can be traced as far back as the Middle Ages, when town criers were used to spread messages. By 1876, Alexander Graham Bell introduced the first telephone. Fast forward to 1973, when the first mobile handset was created. However, it wasn’t until 1992 when text messages were sent from computer to mobile phone. In 1993, the first mobile phone that could both send and receive text messages was unveiled. In 1998, the term “spam” was introduced to the dictionary, and it means “unwanted junk emails.” Then, by 2003, mobile phones were capable of SMS messages in addition to regular text messaging. Two years later, in 2005, companies Nike and Pontiac launched SMS campaigns. In 2007, after the release of Apple’s first generation iPhone, text messaging became truly embraced as there were approximately 2.4 billion SMS users worldwide. In 2010, QR codes began to be used in mobile marketing and the Cambridge dictionary added the word “text” as a verb.
Now, in 2013, Android and iOS are battling it out for market share in the mobile phone industry. There has been much healthy (and not so healthy) competition between the two platforms, with a good example being the patent wars between Apple and Samsung.
It is believed that by 2014, mobile Internet usage will dominate on any devices, including desktop computers. By 2015, 81 percent of consumers will own smartphones, with mobile marketing generating a whopping $400 billion in sales. It is also projected that by 2016, the global mobile market will reach $22 billion in spending.
The average percentage of the smartphone market is held by Apple and Android at 75 percent. As for adults who have mobile phones, 91 percent of these individuals have their devices literally within arm’s length. Many use their smartphones to enjoy TV, and the specific number currently falls at 86 percent. Three out of four people use their mobile phones for shopping, with 15 percent of online sales being made through these devices in 2013.