People increasingly spend more time using the mobile phone; to the point that buying and selling habits have been transformed from the relationship of marketing with mobile devices. It is a means of communication with a vertiginous growth, since by the end of 2012 and the beginning of 2013, it is estimated that the number of users that will access the Internet from their mobile phones will surpass those that will do so from desktop computers.

“Political communication, to interact with the electorate, share calendars or show meetings; concerts and ticket sales; shopping centers to publicize their raffles and fairs; restaurants that show the chef’s suggestions; or even soccer stadiums in which to find information about the team. These are just some examples of the myriad aspects in which mobile marketing is innovating,” says Miguel Carrasco, CEO of LCR Telecom.

Despite these claims, the mobile marketing market is still emerging, but will not achieve its maximum splendor until its measurement tools mature. It has also been placed as one of the most leading media in communication, marketing and advertising.

The different products with mobile Internet are in vogue; In addition, 9 out of 10 advertisers who try mobile marketing repeat. In addition, the particularities of mobiles are based on the segmentation, the measurement of the response and the creation of a more valuable advertising thanks to a personalized message in content and context. ” Traditional advertising is not being lost, but it creates more interest and curiosity for the interactive innovation that involves both its format and its creativities,” says Carrasco.

In terms of news, an increase in rich media formats is expected, as well as an increase in browsing speed and better measurement of advertising impacts. But a great qualitative leap will come with m-commerce , with a great future ahead, since every 15 seconds a transaction is made through mobile devices.

We must also highlight as a great revolution the NFC technology, which is already being tested in several countries, and with which we will only have to bring our mobile to an NFC reader so that it works like a current credit or debit card. Technology that is accompanied by geo-localization, a device that directs the steps of consumers towards stores, restaurants or other types of destinations.

In this mixture of tablets, Andoids, Apps, iPhones, BIDI codes and Blackberrys Miguel Carrasco says that ” An interesting variation in the world of new technologies will be the evolution of the debate, in some environments already underway, about whether the applications are the best way to follow in the use of the Internet and mobile marketing”.

Because of its great power, we must name Facebook, whose power as a key change agent for its almost 100 million users, can mean a revolution in mobile marketing. So far Facebook has been very aggressively retaining the launch of advertising, so what you decide to do in the coming months will be decisive.

Although for many of these campaigns a traditional advertising impact is still necessary as a claim, the campaigns are being made with the highest fidelity and responsiveness of the current advertising. ” Although the download of games or applications should not be confused with mobile marketing, it is true that these techniques, due to their popularity, are being used more and more by advertisers,” explains Carrasco.

Also note that the sms serve as a means to test, buy or sell, as well as to make games and entertainment activities to entertain the public and make them interact. ” But as we all know text messages have given way to instant chats like Wasshup. This type of tools have also been created to communicate through bluetooth, e-mail and marketing or web pages . ” Do not forget the BIDI, intelligent codes, because they can transmit messages to users in real time; In addition, you can change the destination URL as many times as you want and thus give new messages as many times as you want.

The key campaigns are those based on sending messages or emails because 86% of people would be willing to receive advertising on the mobile, 88% of the population would like to receive coupons to redeem at the points of sale. ” This can be carried out due to the high quality that the new devices are developing, leaving the Marketing campaigns of 4 months ago, in most cases, outdated” confirms Miguel Carrasco.