Marketing Catches Up with Mobile

• Posted: Sunday, December 02, 2007
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• Author: pradhana
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• Filed under: Market Survey, Mobile Content

Ads are going where consumers go.

”Mobile messaging was profitable long before it became sexy for marketing purposes,” says John du Pre Gauntt, eMarketer Senior Analyst and author of the new report Mobile Message Marketing. “The ubiquity, ease of use and low-cost of mobile messaging caused it to rocket in usage wherever it was introduced—even in the bastion of voice traffic, the US.”

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,” says Mr. Gauntt. “Most important to marketers, messaging, especially short messaging services (SMS), is now part and parcel of youth culture everywhere.”

In terms of general use, SMS ranks with voice as one of the standard mobile services. In Europe, Forrester Research reported that nearly 100% of mobile users ages 12 to 24 sent SMS messages on a daily basis while a little more than one-half (55%) used its more robust cousin, multimedia messaging services (MMS).

”Now, SMS and other mobile messaging flavors such as MMS, mobile instant message (MIM) and mobile e-mail are in the midst of a make-over by marketers,” says Mr. Gauntt.

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