Mobile is arguably the most personal, targeted and relevant channel available~ John Arnold

There’s no question that mobile marketing is a hot topic these days.  According to Gartner Research, mobile apps are expected to generate $15.9 billion in end-user spending in 2012.

Mobile marketing is a great way to deliver content and promotions on the go to your customers. If your company is thinking about creating an application, here are three suggestions for what are predicted to be the hot apps in 2012.

3 Things To Do

Location-Based Services (LBS) – These services have the ability to make use of the geographical position of smartphones.  Marketers can send coupons or advertising directed at customers based on their current location.

The problem with this type of mobile marketing is that many people are worried about privacy issues.  A survey by eMarketer showed that 77% of women respondents were concerned about stalking with this type of marketing, compared with 60% of males.

Social Networking – Mobile social networking is the fastest growing consumer mobile application category, according to Gartner Research.  As more businesses are marketing on social networking sites, this isn’t likely to change.

Mobile Video – With smartphones being able to handle HD and 3D technology and networks having larger bandwidth, you’ll see more video marketing in the coming years.  Gartner suggests that mobile carriers partner with YouTube and other popular video providers so that users can replicate their Internet behavior on their mobile phones.

3 Things to Avoid

PC Type Mobile Sites – Many businesses try to squeeze the content of their regular website to fit a smaller screen.  Mobile sites need to be easy to read and navigate from a mobile device.

Too Much Information – Don’t bombard your customers with advertising.  Communicate with them regularly, ask them to interact and keep them engaged.  Make sure opting out is as easy as opting in.

Spamming – Spamming is never a good idea and since a mobile phone is the most personal device consumers carry, spamming on a phone is definitely taboo.  Always give them the chance to opt in for your service.

Are you currently using mobile marketing in your marketing mix?  If so, what are you using and how is it working?  Share your comments below.

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