Mobile marketing is maturing and offering real choice
According to research conducted by mytype, buyers of the Apple iPad are selfish elites and iPad critics are independent geeks. The detailed descriptions can be found here.
For some time the Apple iPhone was the only option in the mobile marketing arena. From a marketing perspective you had exactly one channel that spoke to “early adopter mobile Internet users”.
Very quickly Android and Blackberry caught up with Apple. Consumers developed allegiances and now the segmentation of users has become very real.
Even within households, loyalties are aligned with brand identities that can be summed up as “closed and selfish Apple”, “open and free Google” and “safe and just works Blackberry”. For all the bluster about preferences, there’s a lot of similarity in usage patterns between systems.
For companies considering mobile marketing, it’s now possible to tailor an approach to a particular audience using a particular system. Like all tactics, it’ll work better when it is part of an integrated marketing program. Check out a company called Mobiburst (full disclosure: they’re a client of ours) who are doing interesting things for the iPhone combining social media, advertising, and the retail experience.