The paradigm of the Mobile Internet: fashion or new strategies to communicate with consumers?

In 2010, the spread of the "paradigm of the Internet and Mobile Application Store" has revolutionized the use of the Mobile much by users as part of companies. Services Mobile evolved no longer just the preserve of technology enthusiasts and evangelists of the brand, but involve a consumer base growing. The companies, with new paradigms, are able to offer the most advanced mechanical and marketing more interactive and engaging.

More specifically grow more innovative formats of Mobile Advertising (over 200% growth of the Mobile Display Advertising on Applications and more than 100% growth in the Mobile Display Advertising on mobile site), but it confirms significant size plus consolidated SMS, also to hit target consumers well identified in optical geolocation.

In terms of sectors that invest in Mobile Advertising has seen for the first time to overtake the share of investors of the "traditional" sectors (62%) than those in the sector of Mobile Content (ie companies that sell digital content for mobile such as logos, ringtones, games, information, etc.), historical investors in the middle (38%) and with a greater distribution of quotas between sectors within the traditional segment of investors: if in 2007 45% of the investments were due to the Finance and Insurance and three sectors were responsible for 70% of the market, in 2010 this proportion is determined by 6 sectors and the first sector size, which is confirmed Finance and Insurance, now represents only 20% of the market.

With reference to the new formats to convey Mobile branded content, there is a clear focus on the Mobile Application with respect to the Mobile site, also because of a fashion effect: in the survey conducted on about 200 Italian Marketer, the Mobile Application are the tool most frequently mentioned among those which will play a key role in the future, reported by 57% of respondents. A detailed analysis conducted on the main store (App Store, App World, Android Market and OVI Store) also shows that among the first 100 Italian top spender in advertising, at least 41 have developed an Application Mobile branded, for a total 58 App in several stores and an increase of 176% compared to 2009.

The proliferation of Application Store has led some companies also develop strategies with multi-branded app store (6 companies have at least an App store on two and two of these three stores), such as Yellow Pages, which is present on all store and iPasta Barilla which is present on the Android Market and the App Store.

However, often companies have approached the new formats - and especially the App - relying on tactics and emulative fads and not on broader strategies, such as underestimating the effort (and costs) associated with the subsequent launch of the design or content consistent with the values??of the brand and the context of mobile use.

"The boom of mobile sites and applications for smartphones shows the need for companies to be available even in contexts of mobility by offering value-added content and stimulating the dynamics of relationship with the brand - comments Andrea Boaretto, Head of Research Observatory Mobile Marketing & Service - serving skills but by companies, which often enter unprepared into a world where it is not enough to know the most innovative formats, but need to know in a timely manner decline creativity, technology, and communication skills to be "listening" and "find" by consumers in vast containers like the Application store, in which not only the power of the brand but the user's judgment. "

In terms of new formats that will play a key role in the future, the Marketing Managers, with reference to the above-mentioned survey, cite the services based on geolocation (54% of respondents), preceded only by the App and followed by Mobile Coupon or discount vouchers redeemable via mobile phones (33%). With particular reference to local services, 66% of respondents to the survey indicates as "key tool" the Geomapping (the location of a business on maps by searching for categories) followed by the functionality of the App Store Locator and Mobile site, ie the possibility to locate a store near you (57%), and use of location-based social networks such as Foursquare, Gowalla, Facebook Places (56%).

Finally, with respect to the direct relationship with the consumer via SMS, there are strong growth: the market for Bulk Sms - ie the SMS that companies send to their customers for promotional or communications - reaches 73 million euro, an increase 17% over the previous year.

"Companies have realized the enormous potential inherent in the cell, even in the simplest variations such as SMS, as evidenced by the fact that they continue to invest in digital channels and direct that the SMS remains one effective communication tool than the traditional channels "In 2010, moreover, the concept of "mobility", has expanded compared to Mobile in a narrow sense, as has been known and perceived (ie mobile phones and smartphones), but also included satellite navigation systems, e-book reader and the new tablet. In particular, last year the advent of the new tablet, driven primarily by the iPad, has made??the boundaries between PC and Mobile increasingly blurred and is redesigning the concept of mobility caused by their portability, but also in dynamics deep interaction and multimedia with the consumer through value-added content. At the moment, however, it is still unclear by which Italian Marketer marketing opportunities the tablet will offer: to the question "New Tablet and e-book reader vs. Smartphone: the purpose of marketing as a tool think that will prevail in the near future? "65% of marketing managers respond that still prevail smartphones.

To understand how to correctly interpret these hybrid devices - whose adoption is perhaps still too

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