co How Will Wireless Auction 97 Affect Marketing? |

You may not have noticed it, but there are billions of dollars being spent on an auction for permission to use air.

The Federal Communication Commission’s Auction 97 is still going on at the time of this writing, and it has blown the top off all expectations. This auction is for licenses being used for fixed or mobile wireless services. In essence, the space that is available for sending data through the air is crowded, and this opens some more channels to use. It’s kind of like adding a few more lanes on the highway so it can handle more traffic.

What Does Mobile Do To Your Marketing Plan?

Whenever you are using your mobile device, you are using some part of that wireless “highway” and are affected by the traffic on it. We’ve seen that mobile use is growing exponentially, and of course the wireless providers are all about getting as much out of their service as possible by offering lots of ways to use it.

Every time someone clicks on your ad from their phone…every time they search for your hours from their tablet…every time they use an app to buy a great deal they see advertised while waiting in line…that’s being on the wireless highway. Adding all the streaming services for sports or movies, music, and the rest, make it obvious that more room is needed.

If your marketing isn’t taking this mobile explosion into account, you will be missing a bandwagon that a lot of people have already jumped on. Your site needs to be responsive, your local directories need to be accurate, and your plans need to assume that many will be using a mobile device.

Why Do I Think Mobile Marketing Is Going To Explode?

Remember how I said that billions of dollars were being spent in FCC Auction 97? At the end of Round 61, a total of $41,477,088,900 had been bid on licenses in these bands. They cover the country, they will be used for wireless services, and the companies bidding on the licenses aren’t done bidding yet.

When that kind of money is being spent on the permission to use spectrum, it seems to me that the companies investing in that permission are confident there will be profit. How will they make their money? By charging for services and by either making the user pay for “no ads” or making the marketer pay to place ads in this exploding market. If billions are being spent to lay the groundwork, how much more will be spent as it comes into use?