The last assignment


It was a nice feeling this week to ignore the fact that IMC classes have started up again…because I’m done! Yes, I finished the Campaigns class at approximately 4:52 a.m. on Christmas Eve and received word yesterday that my diploma is in the mail. As good as that feels, I’ve had one last assignment hanging over my head and it’s one that I gave to myself: a promise to follow-up to my July blog post about mobile marketing. I’m well aware that I’m the only person in the world who remembered that I was supposed to do this, but what can I say? I’m a man of my word. Here goes:

1.5 million smartphones a day were activated in December

from CNET

The march towards mobile continues unabated. The number of smartphone users has increased more than 8 percent since my last post, with 1.5 million new devices activated every day during December and almost 7 million more on Christmas Day. I think it’s safe to say that well over 100 million people in the US now have smartphones. So, what does this mean for marketers?

Back in July, one of my commenters pointed out that mobile has raised consumer expectations for convenience and simplicity. I agreed with her at the time and do so even more now. My experience in IMC 629 – Mobile Marketing convinced me that this is the case and my beliefs have been reinforced now that I’m working as a contractor for a start-up that actually makes mobile survey and audience response software. Consumers take for granted that online services will appear in a mobile-friendly format — either in an app or a mobile browser — and will quickly abandon your service if it doesn’t function as promised.

Another reader commented that marketers must put their best foot forward (my words) and provide an effective, condensed version of their brand and/or messaging for the mobile audience. This is an area where I believe that we still have a ways to go as IMC practitioners. QR codes seem to be everywhere, for example, even though less than 10 percent of consumers are scanning them.

But, I was so busy finishing up the IMC program this holiday season that I probably missed some good mobile campaigns (I started my Christmas shopping on the afternoon of Dec. 24). Please leave a comment if you’ve come across a mobile campaign or marketing app that caught your attention in the past few months.

With that, I can now say that I’ve fully completed everything I set out to do in the IMC program. Phew! I am looking forward to staying on as a blogger and student ambassador for a few more months, though, so I’ll see you all back here again soon.

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