Marketing Catches Up with Mobile, or Does It?
Today the focus is on on mobile marketing. The first article is a general overview (even if it's by an interested party...) and the last three are focused on surveys that reflect on the impact of mobile marketing, but the other articles seem to conflict regarding who is ahead of the mobile curve - marketers or consumers. What do you think?
Posted by Universal Ad
- Why Retailers Need a Mobile Edge - Nothing capitalizes on the capabilities of mobile like retail. Shoppers
are mobile. The shopping process is often spontaneous. The mobile phone
is always on and always available. The mobile phone is an ideal
platform for retailers to capture the moment and provide utility, value
and even fun, while driving foot traffic and drive sales.
- Marketing Catches Up with Mobile - Various research studies show that users give a thumbs-up to messaging. In fact, it’s among the top reasons for buying a mobile handset. ”After voice calls, messaging typically ranks second or third in the order of user desires. Most important to marketers, messaging, especially short messaging services (SMS), is now part and parcel of youth culture everywhere. As the speed and sophistication with which marketers integrate other mediums such as outdoor, radio, television and the Web with SMS call to action, an ad-supported model for mobile messaging charges cannot be far off,”
- Few Answer Mobile Marketing Call - About one-quarter of mobile users are interested in mobile marketing, with sweepstakes and voting campaigns (think American Idol) as the most common types of mobile marketing. Overall, self-reported
participation in mobile marketing increased to 5% in 2007. While 5% is still far from common, the move
toward a mass audience for mobile marketers seems inevitable. "The attraction of mobile
messaging for marketers can be summarized in a single word: response. The current
response rates for mobile messaging campaigns blow competing mediums
such as direct mail out of the water."
- Mobile Ads: Not So Fast - Realistically, no matter how often you see people checking e-mail on a
BlackBerry or surfing the Web on an iPhone, the vast majority of
consumers are just beginning to use their phones for functions, other
than calling, that are conducive to ads. Today, only some 16% of U.S.
wireless users access the Web on those devices at least once a month.
Wireless carriers, meanwhile, have been slow to embrace ads, fearful their customers will be driven away by floods of text-message spam or banners and pop-ups
crowding such a tiny screen. As a result, only 10% of nearly 2,000
Americans surveyed by Jupiter earlier this year said they'd ever
received a text message from a business.
- Mobile Isn't Very, Advertisers Seem Stuck In Terms Of Using New Ad Medium - Mobile devices may be among the
fastest growing consumer technologies, but the platform has yet to
catch on as a significant advertising medium and if some new research
on the plans of big advertisers and agencies is any indication, it
won't be caching on anytime soon. More than half of advertisers and
agency media executives do not currently use and have no plans ot
utilize mobile advertising.
- Consumers Remember Seeing Mobile Ads, Brands - One out of three mobile phone users in the U.S. can recall seeing or hearing an ad on their handset in the last three months. The largest proportion (17%) said the ad had come via text message. 9% reported getting a multimedia message service (MMS) ad; 8%
reported receiving advertising via mobile Internet; 5% said it came as
mobile TV or video and 3% recalled getting an ad via mobile radio.
- 35% of US Tweens Own a Mobile Phone - While text-messaging and ringtones remain the most pervasive non-voice
functions on the phone, other content such as downloaded wallpapers,
music, games and Internet access also rank highly among tweens.
“Tweens use their mobile phones, and media in general, in very unique
and important ways. Marketers and media executives need to understand
these ‘digital natives’ as they mature and reshape the way we all think
about new and traditional media.”
- Text, Banner Ads Most Used by Marketers in Mobile - Of all the mobile ads used, text was the most popular, with about 70% of marketers saying they currently use text ads and 69% planning to
use them in the next six months. Marketers are drawn to text over other categories because
it has the most scale and reach. Banner ads, another type of mobile ad
with reach, were the second most used ads by respondents, while podcasts and video ads have dropped off in the mobile advertising space.
Posted by Universal Ad
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