eMarketer released a report discussing how mobile technology - mainly the mobile phone explosion - affects social media. While there's no denying the affect the mobile industry has had on social media (check out Mike Sachoff's A few of them shop on the Web, but it's word of mouth advertising that influence their purchases, not ads on Myspace or blogs, unless one of their friends happen to blog about something. All of them said they use cell phones and text messaging much more than they surf the Web or use messengers. So if the younger generation is in fact reducing the amount of time they spend on the Internet via PC or Mac, how will their behavior affect social media as a whole - especially as they start to mature into taxable commodities? How do you create positive buzz if a big portion of your target audience is eschewing the web in favor of mobile technology and the people they connect to using it? How do you reach a demographic that may not embrace the delivery vehicle of choice? As the Threadwatch post indicates, these younger users respond quite well to the word-of-mouth approach to marketing, but how do you expose a mobile audience to your message? Perhaps text message-based advertising is in order, but this medium has incredible spam potential, severely reducing the effectiveness of such a campaign. It seems the best to attract the type of audience I've been describing is through viral messages. If you can generate enough "cool" buzz for your product, it will eventually filter down to your audience, provided they are active within their established network of friends and other mobile users.
Mobile Technology Changing Social Media?
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