According to a recent study, Mobile media is nearing mainstream. Now, 38% of U.S. homes have an Internet-capable mobile device. What does that mean for marketing and what trends are emerging?

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The Study

"On-the-go use of the Internet and apps is approaching mainstream status, according to new research from Knowledge Networks. The study shows that 38% of U.S. homes – roughly 45 million – now have at least one Internet- or app-capable mobile device, such as a smartphone, tablet, or iPod® Touch. The proportion grew 5 percentage points in one year, which equals an increase of over 5 million homes." - Knowledge Network

What does this mean for direct marketing?

Marketing via mobile phones has been in use for many years via text message advertisements. This type of advertising does not provide the same benefits that mobile advertising can provide via smart phones. Access to the Internet allows marketers to provide more information to consumers as well as an immediate way to purchase the advertised product. 

Additional benefits include advanced behavioral targeting, better access to the consumer, targeting by location and the ability to instantly track sales.

Direct marketing and advertising in general is brought to a whole new level. Combining traditional advertising with mobile marketing provides creates new experiences like QR codes.

One trend in mobile marketing: QR codes.

QR codes like the one pictured below are being used in everything from billboards to print ads to business cards. Once scanned by a smart phone camera, the mobile user is taken to a designated webpage with more information and possibly a means to purchase. 

qr code

How are you applying direct marketing techniques to new mobile marketing tools? Is mobile marketing being integrated into your marketing plans? How are you preparing for the mainstream use of smart phones?