Marketers Divided On Impact ROI Of Mobile Marketing
Posted by Universal Ad at Wednesday, September 05, 2007 11:26 AM and is filed under Mobile,Marketing,ROI 
From the DemandGen Report comes this article discussing the pros and cons of mobile marketing. While its ROI may still be limited, marketers need to start testing the medium to be ready as soon as it starts to pay off.
Jupiter Research, for example, predicts that spending will more than double in the next five years. Another research company, forecasts that "89% of major brands will have a mobile marketing platform in place by 2008." While mobile marketing is widely used (relatively) in Europe and Asia-Pacific markets, such as Japan and South Korea, the United States is behind significantly.
A few leading brands that have already dipped their toes into mobile marketing. Coca Cola, for example, launched a community-to-go that includes photo sharing, message board, planner and digital downloads that can only be unlocked with a PIN found under promotion-related bottle caps. Similar mobile plays came from Motorola with a House of Blues community, and a Sprint-Pepsi campaign before the last Super Bowl.
On the other hands, there are plenty of skeptics out there who are waiting to see the results. Some have tested mobile campaigns that were ultimately unsuccessful. Some are waiting for higher video and graphics quality (for example, on the iPhone). For all those, the suggestions is to "align themselves with an experienced vendor and get started on a targeted approach. “
Posted by Universal Ad
Jupiter Research, for example, predicts that spending will more than double in the next five years. Another research company, forecasts that "89% of major brands will have a mobile marketing platform in place by 2008." While mobile marketing is widely used (relatively) in Europe and Asia-Pacific markets, such as Japan and South Korea, the United States is behind significantly.
A few leading brands that have already dipped their toes into mobile marketing. Coca Cola, for example, launched a community-to-go that includes photo sharing, message board, planner and digital downloads that can only be unlocked with a PIN found under promotion-related bottle caps. Similar mobile plays came from Motorola with a House of Blues community, and a Sprint-Pepsi campaign before the last Super Bowl.
On the other hands, there are plenty of skeptics out there who are waiting to see the results. Some have tested mobile campaigns that were ultimately unsuccessful. Some are waiting for higher video and graphics quality (for example, on the iPhone). For all those, the suggestions is to "align themselves with an experienced vendor and get started on a targeted approach. “
Posted by Universal Ad
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