The “A-ha!” moment for cell phone marketing – and capturing the attention of the 82.4% of Americans who own them – may be right in front of us. Not so long ago, Stephanie referenced an AdAge article that said more than “86.1% still use mobile devices primarily for talk.” I know I fit into that group of people. I use my cell phone to talk and, even more importantly, to text. This could be seen as some discouraging news for those looking to create a “mobile boom.”
A study by Pew Internet found 85% of 18-29 year-olds text message, while only 31% of the same age group access the internet from their mobile phone. Think it’s just us Millenials? 65% of 30-49 year-olds text message and only 22% access the internet from their phone. So, what does this mean?
I’ve recently discovered Google. Now, before I have a million “What?!”, and “You’re kidding, right?” responses, let me clarify. I have discovered Google for my cell phone, and it has quickly become one of my favorite things. The service is GoogleSMS, and it’s free.
With GoogleSMS, I can not only find the nearest Target, but can get driving directions to the nearest one and find out what the weather will be like on my way there. I can look up the definition of a haiku, or even find out how to say “knee” in Spanish for the times my mind draws a blank. (It’s rodilla for those of you who were wondering.)
All I have to do is text message my inquiry and send it off to 466453 (or GOOGLE) and wait about 5 seconds for a text message with the answer. Then at the end of each message it gives a Tip, such as what to text if you want movie show times, stock quotes, etc.
Two days ago, I discovered that Atlanta Perimeter Mall lets you search the mall for an item and check to see if it’s in stock. Once you find what you’re looking for you fill out a short form, choose if you want the store to hold it for you, and have them notify you by email or text message. In the text message it even tells you who to ask for when you get there. Both of these are not without their occasional glitches, but overall, it’s a great service.
Still not convinced this could be the beginning path for mobile marketing? I love watching the news in the elevator. Yesterday I saw a blurb that the Grand Canyon is now offering audio tours by cell phone. At certain stops, you dial a number and a ranger voice recording gives a two-minute description of the site. Yes, it uses your cell phone minutes, but you could always visit on a Saturday or Sunday. I’m sure they could find a way to bring in sponsors, and at the end of each “tour” message, have a “Brought to you by” moment.
What strikes me most about these services is that they are getting a message out there by mobile phones using their purpose – calling and texting! Maybe instead of dreaming of using a phone as a computer right away (something I will do when a hologram screen can be projected to save having to squint at a tiny screen), maybe we should go back to basics and figure out a way to use what we already have to take advantage of this technology today; so when the time comes when not having a mobile site is unthinkable, GoogleSMS and Grand Canyon cell phone tours will be a fond memory of how the mobile boom all started. In the meantime, I think I’ll text Google for directions to the Grand Canyon.
Why “The Year of Mobile” May Not Be So Far Away After All.
The “A-ha!” moment for cell phone marketing – and capturing the attention of the 82.4% of Americans who own them – may be right in front of us. Not so long ago, Stephanie referenced an AdAge article that said more than “86.1% still use mobile devices primarily for talk.” I know I fit into that group of people. I use my cell phone to talk and, even more importantly, to text. This could be seen as some discouraging news for those looking to create a “mobile boom.”
A study by Pew Internet found 85% of 18-29 year-olds text message, while only 31% of the same age group access the internet from their mobile phone. Think it’s just us Millenials? 65% of 30-49 year-olds text message and only 22% access the internet from their phone. So, what does this mean?
I’ve recently discovered Google. Now, before I have a million “What?!”, and “You’re kidding, right?” responses, let me clarify. I have discovered Google for my cell phone, and it has quickly become one of my favorite things. The service is GoogleSMS, and it’s free.
With GoogleSMS, I can not only find the nearest Target, but can get driving directions to the nearest one and find out what the weather will be like on my way there. I can look up the definition of a haiku, or even find out how to say “knee” in Spanish for the times my mind draws a blank. (It’s rodilla for those of you who were wondering.)
All I have to do is text message my inquiry and send it off to 466453 (or GOOGLE) and wait about 5 seconds for a text message with the answer. Then at the end of each message it gives a Tip, such as what to text if you want movie show times, stock quotes, etc.
Two days ago, I discovered that Atlanta Perimeter Mall lets you search the mall for an item and check to see if it’s in stock. Once you find what you’re looking for you fill out a short form, choose if you want the store to hold it for you, and have them notify you by email or text message. In the text message it even tells you who to ask for when you get there. Both of these are not without their occasional glitches, but overall, it’s a great service.
Still not convinced this could be the beginning path for mobile marketing? I love watching the news in the elevator. Yesterday I saw a blurb that the Grand Canyon is now offering audio tours by cell phone. At certain stops, you dial a number and a ranger voice recording gives a two-minute description of the site. Yes, it uses your cell phone minutes, but you could always visit on a Saturday or Sunday. I’m sure they could find a way to bring in sponsors, and at the end of each “tour” message, have a “Brought to you by” moment.
What strikes me most about these services is that they are getting a message out there by mobile phones using their purpose – calling and texting! Maybe instead of dreaming of using a phone as a computer right away (something I will do when a hologram screen can be projected to save having to squint at a tiny screen), maybe we should go back to basics and figure out a way to use what we already have to take advantage of this technology today; so when the time comes when not having a mobile site is unthinkable, GoogleSMS and Grand Canyon cell phone tours will be a fond memory of how the mobile boom all started. In the meantime, I think I’ll text Google for directions to the Grand Canyon.