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BizReport : Mobile Marketing : July 18, 2013

Mobile Warming disaster looming for unprepared marketers

Forget doomsdays and Mayan prophecies, there's another global issue out there that all marketers should be prepping for - the global outbreak of 'Mobile Warming'.

by Helen Leggatt

Smartphone ownership is spreading fast and now affects more than 76% of people in the U.S. alone. Nearly all carriers are prone to searching out local businesses and information. Over the course of the next four years this condition, known as 'Mobile Warming', will drive mobile web traffic up 2,600%.

"No. Mobile Warming will not cause the oceans to rise or catastrophic weather events. In fact, Mobile Warming has a convenient truth: an opportunity for your business to reach new customers and stay connected," proclaims WompMobile on its creatively engaging Mobile Warming website, launched to spark discussion and provide a resource to investigate mobile device addiction.

So what is the cure? There is none. Marketers must not fight against the inevitable spread of Mobile Warming. Instead, victims of Mobile Warming must have their device-induced cravings satiated, to prevent outbreaks of rage and defection.

Marketers who are unsure whether their website is immune to mobile-infected consumers can use the diagnostic tool on the Mobile Warming website.

Any doubts that Mobile Warming is real and already affecting the behavior of global populations can be quashed with just a few scientific facts:

- 88% of entertainment and dining-related searches are made from a mobile phone;
- Mobile searches increased 400% in the last year;
- There are 6 billion active mobile phones in the world;
- A poor mobile experience will send 40% of people to a competitors' website.

Ardent preppers will already be analyzing their mobile offerings to ensure they meet addicts' expectations. Marketers looking for more muscle in the effort to keep up with the fast-spreading phenomena can access survival tips, infographics, trends and other valuable intelligence on the Mobile Warming website.

Tags: mobile marketing, mobile phone, mobile trends, optimization, smartphone

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