JupiterResearch: Why you should go mobile now

According to a recent report from JupiterResearch marketers are taking too long in their addition of mobile platforms. The report indicates that only about 20% of marketers are currently in the mobile space. According to Jupiter, the other 80% of marketers are missing the boat.

by Kristina Knight

Here is why marketers are holding back: lack of coverage, lack of a consumer-base and lack of measurement services.

Here is why marketers should go ahead and try mobile: experimentation now could save headaches later.

Because more consumers are logging on every day, soon the mobile space will be filled with in-market users seeing mobile ads. If marketers go ahead and begin placing small campaigns in the mobile space, they can work out the kinks of their campaigns with a smaller group of consumers. That way when the larger consumer base is running on mobile the likelihood of having a problem with the campaign is lessened.

Jupiter suggests starting with text messaging ads because text messaging currently has a 51% adoption rate among consumers. Next, they suggest trying mobile banner ads, coupons and mobile video.

Mobile search is another popular choice because there is the ability to do micro-local targeting. Advertisers can target according to zip code, making a local ad an efficient choice for local businesses.