One of the biggest reasons for the hope placed in Mobile Marketing is simply this: Most consumers would rather be dragged nekkid through a field of broken glass than be parted from their cell phones. The consumer is almost always there, at the ready, to see your advertisement.

Television and radio advertisement, on the other hand, was all about timing. If the ratings showed that half the nation tuned into “That Fabulous Show” on Wednesday nights at 8:00, then that’s when you wanted your add shown or heard, on Wednesday nights at 8:00. You generally paid dearly for that prime piece of air time, too.

So the first big difference is clear. Let’s look at the next.

Data mining for TV and Radio advertisement was spent on finding out how many people in your target audience watched or listened to which show. Once you knew that, it was just a matter of ponying up your budget to get the airtime.

Data mining for Mobile advertising is spent on finding out which segments of your target audience will look at your add before deleting it outright. Oh yes, did I mention that part? It’s true that your advertising will get to your target audience, but now that audience can do something that used to be the stuff of ad exec’s nightmares: The audience can choose to not look at the ad.

So that brings us to what should be the similarity between the two.

TV and Radio Advertisements basically held the audience hostage. If they wanted to watch or listen to their program, they had to sit through the ad.

In order to work, Mobile Ad campaign execs will have to understand that they must do the same. The audience won’t delete the message if it’s the pathway to what they really want. Be it a discounted vid or ringtone download, give your audience an incentive.

Local Mobile Marketing is one of the most aggressively focused on areas for small businesses in urban cities. A strong internet presence and good reviews can absolutely bring your new business into the social spotlight and make the company a huge success. There is a down side for consumers, though. Local Mobile Marketing may send you to the local restaurant, but you’d have to log onto a site like Yelp to find actual reviews about the place. To solve this problem, Yelp has a new location aware mobile feature that is going to make a huge change in the urban local mobile marketing sector.

First, we know that that Yelp is:

What is Yelp?
Yelp is an online urban city guide that helps people find cool places to eat, shop, drink, relax and play, based on the informed opinions of a vibrant and active community of locals in the know. Yelp is the fun and easy way to find, review and talk about what’s great — and not so great — in your world.
What Should I Be Reviewing On Yelp?
Yelp is meant for just about any sort of local service or destination. Our biggest categories today are restaurants, bars, salons and retail businesses, but you can also use Yelp to find reviews of everything, from doctors to tennis pros to parks and museums.

And now Yelp is developing an app for IPhones that will triangulate your geographic location to provide you with reviews and information about businesses where you are, at that moment. Are you visiting Boston for a Red Sox game, and you want to know the nearest seafood restaurant for a post-game bite to eat? This new Yelp application will not only know where you are in Boston, and where the closest restaurants are, it will also give you the restaurant reviews so you can avoid, or patronize, the right establishment.

The SMX Search Market Expo is planning their 2008 industry exposition for Local Mobile Marketing. Last year‘s event was a big success, and this year they‘ve set an aggressive agenda. The event will be July 24-25 in San Francisco, and chaired by search marketing experts Chris Sherman and Greg Sterling.

They are promoting the event pretty heavily and reaching out to businesses to explain why local search marketing is a necessity.

Local & Mobile search:
promises to enhance ad-spending ROI by identifying customers poised to buy when using location-aware technologies
requires new and specialized techniques for achieving optimal organic results
will enhance searches (70% of people research products/services online) with location-specific data that facilitate in-store purchases, which represent 90% of all purchases made
is fostering an entire ecosystem aimed at simplifying online marketing and making it more accessible for local and vertically-focused businesses
is a largely untapped opportunity to gain extra visibility in Google Universal search results with relatively little effort
For agencies, mastering Local & Mobile advertising will enable you to serve existing customers better and acquire new customers. And for in-house marketers, you’ll discover ways to outflank the competition

Local mobile marketing is still tracking to be a big deal in the near future as more and more people are accessing the internet through their mobile phones rather than through a regular computer. In fact, statistics are tracking that about 70% of Japanese consumers are exclusively using the internet through mobile devices.

The SMX Search Market Expo should be a great event to look into some of the insider trends in local mobile marketing. We’re looking forward to it!

Microsoft also announced plans to further expand its mobile offerings for advertisers to now include mobile search advertisements on Live Search Mobile. For the first time invited advertisers can create keyword campaigns through Microsoft adCenter that target customers on the go while they are using Live Search Mobile.

Microsoft has finally entered the mobile market. It’s good news if you currently advertise through MSN Live, but if you don’t, then you might not care. To me, this is just another local mobile advertising service. Microsoft adCenter is a great PPC platform for advertisers who have used Google AdWords to optimize their PPC campaigns. You can take what you’ve learned from Google AdWords to Microsoft adCenter and take advantage of the less expensive clicks (and less traffic). It’s the same with local mobile marketing.

If you are a mobile advertiser then you can use other mobile marketing providers like Google to help optimize your marketing efforts then once you’ve got your mobile marketing ROI where you want it, take what you’ve learned to Microsoft’s brand and tap into the users there. Again, fewer users will result in less traffic, but it will also mean you’ll pay less for clicks. You might even try Superpages and Citysearch before going to Microsoft, but it is worth considering as an alternative.

Mobile marketing is picking up speed. Live Search recently announced some new additions to its mobile marketing applications, including:

• Weather forecasts
• Web search
• Traffic reports
• Bluetooth headset support
• Map a contact
• Delete a recent location
• Collections

Each of these applications can prove to be useful for your customers, but they can also be of use to you - the local small business owner. For instance, if you have a business that can be affected by the weather, encourage your customers to check the weather on their mobile phones before coming to see you. And they’ll be really happy to know that they can search for your business online right from their mobile phones with Live Search’s Mobile Web Search. Would your customers want to know how long it will take to get to your location right now? Introduce them to up-to-the-minute traffic reports.

There is more than one way to take advantage of mobile marketing and if your customers have cell phones and spend a lot of time in their cars, this could very well be an avenue for you to reach them.

If you’re looking for a way to analyze your local mobile initiatives then you probably need to check into a local mobile analytics package such as this one from AdMob.

Of course, if you’ve been online for very long then you know the importance of analytics for a website. With the right analytics package you can tell a great deal from your visitors and how they use your website, which is important if you want to be successful in marketing your business. Some of the ways that analytics can help you in your marketing - even your mobile marketing - include:

• Learning which links attract the click through
• Which pages on your website are most popular
• How long people stay once they get their
• Evaluate the traffic sources that deliver traffic to your website
• Find out which products convert best

By looking at the statistics of your website and how local mobile users are using it, you can get better at marketing yourself locally through mobile phones and increase your business credibility and presence in the local market.

Google has just announced that they are going to start hosting mobile image ads. This could mean a huge step forward for all advertisers interested in local mobile marketing since it allows you to now use images as your ad, much as you might with a banner on a regular website.

For advertisers, mobile image ads serve as a branding tool and have shown to have good clickthrough rates. Advertisers using mobile image ads will also benefit because we only show one image ad per mobile page. For publishers, mobile image ads provide added flexibility. They can now choose to show text ads, image ads, or a mix of both and Google will dynamically return the ad that we expect will perform best at the time the ad is shown. Publishers who are already using AdSense for mobile content just need to update their AdSense code to start displaying mobile ads on their site.

Local mobile marketing could end up being a lot more practical and responsive as mobile image ads become more popular. You can check out samples of these new image ads here.

With image ads appearing in local mobile marketing, you can expect the competition to pick up a bit, since only one mobile image ad will be shown per display. All in all, it could be a great new way to reach your potential customers.

With local mobile marketing taking off, there´s been talk recently of setting up mobile coupons, much like the coupons that are available online for many online stores. You can also currently find online coupons that are available to print off so you can use them at real life stores and restaurants, etc.

Local mobile marketing could easily go in this direction in the near future and Local Mobile Search has a post on how likely this is to happen:

Nobody has solved coupons on the desktop but mobile has a chance to deliver an opportunity that has forever been associated with but never realized by the Internet (if only to be a way for people who’ve forgotten paper coupons to redeem them in the store).

Digital out-of-home ad network RippleTV told me last week that they’ve had tremendous response from people seeing one of their screens prompting: text for a discount or coupon (at a specific store). Accordingly, I think that consumer demand is not the issue, notwithstanding the 70% figure above. That’s really a fear of spam.

Using coupons as a local mobile marketing method could be a good one, since it´s completely mobile. People would very rarely forget their coupons which would be right in their mobile as they walked into the store.

What do you think? Are mobile coupons a good way to go?

Local mobile marketing is a rapidly growing industry, but it is still in its infancy, making it the perfect time to jump in. At this point, the options are still somewhat limited, but you might find that these techniques are most effective.

• Use text. This can be a very effective method of reaching people via local mobile marketing.
• Target a market. Rather than send out general messages, take the time to do some research and target a specific market.
• Stay on top of things. Subscribe to blogs on the topic, stay on top of the cutting edge and you´ll be a lot better off than your competition who sits back after a successful campaign.

Local mobile marketing is the wave of the future and you can find your success there now without running into too much competition.

Local mobile marketing is a great way to reach more people. Everyone has cell phones these days, in fact, there are currently more mobile phones than PCs in the US, so take full advantage of it!

Text messages are still one of the most effective methods of local mobile marketing. No one is really immune to them yet and since spam is quite infrequent on mobiles, it is very likely that your target market will be checking the messages they send.

You need to keep your local mobile messages short and sweet. This ensures that more people will read them. It´s a great medium, so you want to be sure that you give people a great reason to read and respond to your text messages.

Local mobile marketing is far more effective if you make it easy for people to respond. Take care not to overload your market with messages though, just a few once in a while is far more effective.

Local mobile marketing is definitely going to be big in the future. As you probably know, Japan tends to start all trends technical and this is no exception. At this point, an overwhelming majority of Japanese (about 70%) access the internet through their mobile phones, rather than a regular computer. In fact, in many areas of the world, mobile access is more common.

We can expect to see this trend hit the US in a couple of years and as more and more potential clients hit the internet and start doing mobile searches, local mobile marketing will become huge. The most successful, of course, will be those who get in early. Now is the perfect time to start experimenting with the whole idea of local mobile marketing and establish your brand in the marketplace.

Local mobile marketing may not have peaked yet, but there is absolutely nothing wrong with riding the success to the top! In fact, it could end up being a very good way to go. Local mobile marketing is really the next email marketing and may even be more effective for quite some time. Get in on it now and you can expect to be as successful as those first email marketers if everything is done right.

According to Business Day, a Nigerian newspaper, local mobile advertising is going to be huge. Mobile advertising in general is expected to gross $10 billion by the year 2011 . . . an astounding number and one that shows how important it is that you get in now before there is much competition!

According to Naphtal, what is certain is that this industry is growing, and growing fast. By attending the summit, delegates will learn how to take advantage of new revenue streams to drive growth in mobile data usage and generate highly profitable advertising revenue.
Naphtal said that the summit is the foremost event of the year dedicated to communication and loyalty on the mobile in the emerging markets.

At the moment, local mobile marketing is still a relatively fresh field, but it is one that is expected to open up fairly rapidly, as you can see. The advantages for anyone getting in early is that people aren´t jaded by text messages and online mobile ads. It´s a very narrow window, but right now is the perfect opportunity to start using local mobile marketing while it is still new and fresh!

Local mobile marketing can be an excellent way to get some publicity, but it can also be an excellent way to lose money if you aren´t careful. That´s why it pays to start your campaign off slowly and gradually build up to the point where you can really determine which marketing techniques work best for you.

Rather than leaping into paid downloads and such, start your local mobile marketing campaigns a bit smaller. Text messages are perfect for this. Sending short text messages will catch people´s attention (consumers aren´t immune to these yet, unlike emails!) and give you the opportunity to make contact and possibly turn it into some sales.

When writing your short text messages, you´ll need to keep it snappy and make sure that people will want to respond just by reading them. As you progress, moving on to banners and proper ads can be more profitable, but still a step down from the full on downloads. Getting your bearings in the new world of local mobile marketing is a great idea and you´ll have better results in the long run because you´ll know what you are doing by the time you start shelling out some real cash.

Local mobile marketing is still a fairly untapped method of marketing, but it will soon be big. More and more companies are learning about new techniques for advertising and local mobile marketing is one of these methods that is very popular. Here´s why:

• In the US, there are 2x as many mobile phones as PCs, making local mobile marketing wider reaching.

• Regular internet ads have around 1% response rate, while mobile ads have a whopping 5%.

• People carry their cell phone with them wherever they go, making them accessible day and night, whether they are home or off somewhere else.

• Phones don´t yet have spam filters, meaning that it is easier to get worthwhile messages through to the end user.

• Once a customer responds to an ad, you have an in and can continue sending them relevant messages.

• You can actually give shoppers information that they can use while deciding which brand to buy right there in the store.

• It´s estimated that people will eventually access the internet more often on their mobiles than their PCs, making local mobile marketing even more effective.

Local mobile marketing is definitely something to consider. You can have a mobile opt-in list, the same as you would do with email lists, ensuring that only those who are actually interested will be receiving your messages. It´s going to be big, but as always, getting in early makes all the difference.

The latest trend in local mobile marketing is pay per call advertising. With this method, mobile users are presented with an ad that gives them a phone number to call for more information. It´s a great way to get new leads with local mobile marketing, but it can be pretty pricey in comparison to pay per click leads online . . . is it really worth it?

Studies have shown that personal interaction is the best way to make a sale and with a phone call, you have the opportunity to interact with the caller. This makes pay per call a very valuable method of local mobile marketing. You are aiming at people in your area, so you can offer local service which tends to be a huge plus for consumers.

It is pretty evident that local mobile marketing is the wave of the future, but with options like pay per call, it could be even more effective for businesses. After all, no one is going to call if they aren´t at least a little interested in your business and talking to a good salesperson can convince many hesitant buyers to make the leap, something you simply don´t get the opportunity to do when someone comes to your website.

For all these reasons, and the fact that a person who calls your business after seeing a local mobile marketing ad is more likely to be looking to purchase, pay per call is being embraced by many local businesses. It may cost more, but most agree that the benefits are far greater, too.