AdAge is telling us that 2008 is not the year for mobile marketing and lays out five reasons why that is so. It’s a good article as it helps cut into the hype while showing the there are solutions on the way.
One criticism I’ll make is that we all often too often make is that the progress of trends can be measured in calendar years. While it’s true that corporate marketing budgets are measured in fiscal calendars, actual trends are more measured in technological advances and increases in adoption rates.
Here are the five reasons:
- Limited reach (relative to the web)
- Measurement hurdles
- Complexity of running campaigns, especially ensuring they work on all platforms and devices
- Mobile marketing being considered in a silo
- Lack of a “hallelujah moment” for mobile
The first four make sense to me. The last one doesn’t. We rarely have a “hallelujah” moment for anything. It’s more often the case that we look back and realize that we’re doing thing differently now than what we were three years ago.
David Berkowitz, over at Marketer’s Studio, lays it out by saying that 2008 – and every year beyond – will be “A” year for mobile, not “THE” year.
