Mobile is growing up and getting big

Mobile marketing is growing into maturity and rapidly expanding from its core base of teenage users to capture adults as well. While it is quite possible to deliver successful marketing campaigns to these disparate audiences, it's critical to remember that what works for kids won't always fly for grown-ups.

To succeed, the savvy brand manager must never forget three things. First, content is king, but the realm is quite different from the traditional web. Second, mobile opens up new dimensions of access, notably location and time. These must be deeply understood before a campaign is launched to fully benefit from going mobile. Finally, the etiquette is different, which impacts expectations. Being invasive will kill a pitch in no time. A smart marketing program will reach out with a delicate touch, providing the right mix of offering and information.

Huge growth means moving targets
A quick look at where the market stands clearly indicates that the adult mobile market will grow quickly in the immediate future. Currently, seven out of 10 U.S. adults have a mobile phone, and it's predicted to reach 85 percent in 2010. At the moment, only 17 percent of users -- mostly teenagers -- are actively on the mobile web. It is safe to say that as the carrier market matures and phones become more sophisticated, the remaining 83 percent of adult phone users will also begin to use the mobile web.

This growth will be fueled, in large part, by an evolving carrier landscape as well as the speed with which phones are evolving in capability, usability and sophistication. But this growth means that some brand managers must adapt to a wide variety of target devices. It's tricky because users with nicer devices expect richer experiences, but brand managers must not forget people not on the cutting edge. Until the phone market standardizes, it's crucial that brand managers consider what platforms their audiences are on and design with that in mind. The large banking applications designed by Bank of America and Citibank, targeted toward a large demographic swath, work on a vide variety of platforms.

Author notes: Evan Gerber is principal experience design consultant at Molecular. Read full bio.