One of the amazing things about many of the new mobile devices that have been created over the past 24 months is their ease of use related to accessing content and information on the internet. This growth of new mobile devices has coincided with the rapid rise and proliferation of social networks and technologies for sharing and exchanging conversations, ideas, etc. Already social networking is one of the fastest-growing activities among mobile users around the world and one of the primary ways mobile users communicate with each other.

A recent study by eMarketer predicts the number of mobile users accessing social networks from their mobile devices will reach 607.5 million worldwide by 2013, representing 43% of global mobile Internet users. In the US, mobile users accessing social networks will total 56.2 million by 2013, accounting for 45% of the mobile Internet user population.

“Combining two much-hyped, but still-emerging channels—mobile and social—results in a developing opportunity for marketers,” said Noah Elkin, eMarketer senior analyst and author of the new report about the subject titled: “Mobile Social Networks: Marketing by Location Shows Potential.”

The three biggest destinations for US mobile are Facebook, MySpace and Twitter which mirrors desktop access of social network destinations.

Additionally, new location-based networks such as Loopt and foursquare are worth keeping an eye on as they work to link people, places and interests even though they haven’t yet reach critical mass. These new location based services offer marketers an un-rivaled way to geo-target ads and content that would be highly relevant to the end-users.

Many marketers are experimenting with both channels and some are even attempting to combine efforts and leverage as part of larger programs and campaigns. These new channels offer tempting areas to experiment and extend reach of programs and campaigns and in some case at lower costs and at more targeted audiences. It’s imperative that marketers understand these new channels that have emerged, determine where their customers are congregating, and interact with them through the mediums that they frequent the most. Below are some the questions that marketers need to asking themselves as they get active in social and mobile.

• Who are the mobile social networkers?
• Are consumers interacting with brands on mobile social networks?
• What is the outlook for location-based services?
• Is there an opportunity for marketers to use social networks to reach mobile consumers?

Blake Cahill

Visible Technologies