Ever since the birth of the iPhone and its release within the United States, its technology has began to transform our lives. Anywhere you go these days you see people with their heads down focused on their tiny phone screen. The fact that we as a culture can access information on the go as needed directly from the world wide web using our smartphones has changed how we market.
How mobile apps have affected society is still under development but this is what we do know. According to recent inventory by Apple, there has been 180,000 apps developed in 2010. 2010 has been the largest mobile app development year so far for Apple since the birth of the iPhone. Downloads have also grown aggressively in 2010.
Android phones which is the iPhone’s main competitor have also been growing at an alarming rate. Did you know that an estimated 160,000 android phones are sold DAILY? (http://techcrunch.com/2010/06/23/160000-android-phones-sold-per-day/) To put this in perspective, PEW did a research study and found that 82% of adults have cell phones in the united states. Out of this 82% of adults ONLY who have cell phones – 43% of them have software applications on their phones.
What does this mean? Numbers have shown rapid growth in the smartphone industry and rapid growth in application development. In fact 45% of marketers are currently planning development and support for mobile droid apps into their arsenal in 2011. (http://www.marketingcharts.com/direct/2011-will-see-new-android-apps-14917/). An aggressive push towards mobile is about to begin in the digital marketing world more so than it has in 2010. In 2011 there will be rapid growth in marketers using app development to support overall campaign’s.
How will app marketing for mobile devices be used? The immediate benefit will come to retailers bringing their store fronts to mobile devices. Sites that are not ecommerce centric will be producing apps in creative ways to entice and engage mobile users to interact with their product and brand. Supplemental pay per click campaigns will be built to advertise the mobile apps which will enable new categories, verticals and a wide variety of new paid keywords to target which will drive large amounts of traffic otherwise untargeted.
With regards to search engine optimization (SEO), new forms of off site link development will be available for marketers who choose to develop apps. There are thousands of websites that review, rate, sell and discuss new apps. These will become new targets for link development campaigns and will help in overall site rankings within the organic portion of the search results.
Actual pay per click marketing within mobile app’s will and have increased in the last year. The opportunity to be paid for users of a game like “angry birds” to click on ads displayed can make an app developer a fortune. Smaller independent and larger corporations will utilize banner and text ads within programs. Banner advertising was once only used for bigger ticket items like vehicles. With the growth of this medium development of these game apps and other type of apps will increase the value of this medium’s usefulness to our society much like Metcalfe’s law.
2010 has been the most expansive development of apps and sales of smart phones to date. This year has provided the foundation for a sustainable marketing strategy and platform that corporate and medium to small business owners can now take advantage of. 2010 has been the year of mobile maturity and has become a vital piece of our culture and how we access information. How we market is up to us!