Although mobile apps have grown in popularity recently, it seems as though they may not be the way to go in Mobile. A new article by AdWeek reports that text is turning out to be a much more effective route in the world of mobile marketing. According to the article, text is more effective because of its reach and usage. Although mobile apps are popping up everywhere, their reach and usability is limited for the majority of cell phone owners. Here are some great statistics from the article:

•  Only 18% of cell phone owners actually owns a Smartphone
• A study by Flurry (as reported by AdWeek) showed that only 1/4 of iPhone apps are used 90 days after they are downloaded
• Apple has the majority of all app downloads with 25% but the iPhone only represents 4% of the entire mobile market

These are pretty daunting statistics if you are looking for a high ROI and banking on a mobile app for that. On the other hand, text provides a simple way to reach out to and stay top of mind with consumers. The part of the article that really sinks in with Greenbean is, "Your text message and branding sits there right among conversations with family and friends. With this kind of cut through, a targeted text message, such as a relevant mobile coupon, can generate consumer interest quickly." Text's universality and ability to reach a wide audience at a small cost makes it a wise investment for marketers.

Check out the full article here.

As we near the end of 2009 the ad experts are all pulling out their crystal balls to predict what the big trends of 2010 will be. One ad expert's predictions that we find to be particularly insightful (more so than anything Ms. Cleo could tell you) is Ad Age. Amongst Ad Age's top trends in digital marketing in 2010 is the increasing popularity of mobile as an advertising platform. This year alone $1.7 billion was spent on mobile marketing and it is predicted that this number will increase to $2.16 billion in 2010. The increase in mobile ad spend will most likely take money away from what would have been spent on online advertising.

Ad spend on mobile marketing will go up because of the increasing popularity and effectiveness of smartphones along with mobile's,  "ability to target consumers based on site, phone model, demographics and location." Not to mention the fact that mobile allows advertisers to get their message directly in their consumers hand's using a device that is always with them.

You can check out the full article on Advertising Age here.

So what does this all mean for Greenbean? Well, we think that a portion of the $2.16 billion that will be spent on mobile marketing in 2010 will come from mobile couponing. Just look at how much it has grown in popularity in the past year. The fast food giant Wendy's recently released the news that they will be trying out a text message coupon campaign in the near future. With an increase in advertising dollars it looks like 2010 will be a great year for mobile.

As reported by AdAge.com, Microsoft recently released a study on the effect of mobile ads on sales. The study found that mobile ads are most effective for items that have a shorter purchase life cycle like entertainment goods. It also found that mobile couponing will help to increase sales as 62% of those surveyed said they were more likely to shop at a retailer that offered incentives.

Check out the full article here.

According to a recent survey by consulting firm Deloitte, mobile phones, and other digital mediums, will play a big role in consumer's shopping experience this holiday season. One in five consumers (19% of those surveyed) will use their mobile phone to assist them with their holiday shopping. Of those one in five consumers that will use their mobile phone to assist in their holiday shopping, 32% will use it to get discounts and coupons. Looks like digital might be replacing Santa this year.

Check out this survey on consumer's Holiday Shopping habits this year.

A report released by Juniper Research yesterday predicts that by 2014 mobile coupon redemption value will reach around $6 billion globally. 

Howard Wilcox, Senior Analyst at Juniper Research and lead report author, had some promising words about the use of mobile coupons as a marketing tool. Wilcox said, "Marketers can use the mobile device as the ultimate personal marketing channel. It is almost permanently switched on and physically with the consumer. This makes a great opportunity for brands and marketing agencies to access clients immediately, driving footfall and encouraging an instant decision." 

Get the full report here

As reported by Reuters, HipCricket released a survey recently showing that consumer's mobile devices are a great, but often untapped, resource for Brands to connect with their consumers. 

Some good stats from the survey that sink in with Greenbean:

• Other than phone calls, 73% of people surveyed said that they use their mobile device for texting friends
• 34% have received a marketing offer on their cell phone via text

Get the full article here

Scarborough research has released a report showing that working mothers might be the best target for mobile marketing. The fact that working mothers spend higher than average on their mobile services, and that they typically make most of the household purchases, makes them a perfect match for text message coupons and other mobile advertisements.

Some statistics from the article:

• Working mothers are 42% more likely to download content to their mobile phone than the average user
• They spend 21% more on mobile services than the average user

You can check out the full article by BizReport here

A new Harris Interactive survey (as reported by CNBC) out 10/15 reports that there are significant numbers of Americans looking to receive alerts via their cell phones when their favorite places to shop, eat, etc. have specials. The survey also reported that 9 out of 10 Americans make impulse purchases based on a sale or special. Consumers that are looking to receive opt-in alerts on their cell phones, and will make impulse buys because of these specials, are perfect for Greenbean.

Some interesting facts from the survey and article:

• 42% of the adults surveyed in the 18-34 age range were atleast somewhat interested in receiving opt-in alerts with specials on their cell phones
• 33% of the adults surveyed in the 35-44 age range were also atleast somewhat interested in receiving opt-in alerts with specials on their cell phones
• 9 out of 10 Americans have made an impulse buy, when they were out shopping, based on a sale or special

Check out the full article here

The good folks at Gartner released a report that predicts a whopping 74% jump in mobile marketing dollars this year. My favorite part of the article, the part that sinks right in with Greenbean, states that they "expect location-based ads to find an audience among young mobile users who are increasingly using mobile devices to navigate and connect with friends on the go."

Other snippets and predictions from the report include:

• Real growth will accelerate in 2011
• 2013 - $13 billion industry
• 45.5% of mobiles will be PDAs in 2013
• Asia Pacific, North America, Europe to lead in that order

You can catch the whole article here.