Study: Mobile Marketing Budgets to Grow 150% by 2013
By Jason Ankeny
Mobile marketing budgets are poised to increase by more than 150 percent over the next five years even in the face of economic turmoil, according to a new study commissioned by operator O2. The study notes that 60 percent of marketing and IT directors from across the financial services, manufacturing and retail sectors favor mobile marketing channels due to the mobile platform's capacity to target consumers--85 percent of respondents said their mobile marketing efforts generate a higher response than traditional methods.
While 88 percent of marketing directors anticipate behavioral targeting will emerge as a critical tool by 2010, 46 percent said embracing mobile marketing hinges on their ability to specifically target their campaign. Another 43 percent expressed concern that consumers will view mobile marketing messages as spam. [FierceMobileContent]
Obama Builds Cutting Edge Image With Mobile Marketing
Senator Barak Obama’s presidential campaign made mobile history over the weekend by sending out 2.9 million SMS messages announcing Senator Joe Biden as the Vice Presidential candidate. It is the first presidential campaign to make a major announcement via SMS, and it is also perhaps the largest mobile marketing campaign ever in the US.
The election in 2004 clearly marked the arrival of the internet as an important and necessary tool for political campaigning in the US. It seems a safe bet that from now on mobile will also be a critical channel for candidates to communicate with the voting public.
The Obama campaign has been very actively using the mobile channel to communicate with supporters, the first candidate to do so. (Read about the Obama mobile site in Mobile Marketing Comes to US Politics
Although exact numbers were not released by the Obama campaign, Nielsen Mobile estimated that 2.9 million people received the text message. Nielsen Mobile monitors shortcode marketing through an opt-in panel that reports on the billing activity for more than 40,000 subscriber lines in the US.
In another example of how Obama has made good use of mobile, the campaign was able to alert its supporters to the August 7th AFL-CIO Presidential Forum and broadcast on MSNBC. During and following the event they also used mobile to solicit feedback and get questions from supporters about the Senator’s position on issues that were debated.
According to Nic Covey, Director of Insights at Nielsen Mobile, “The value of the message goes far beyond the 26 words and 2.9 million recipients. Here, Obama branded himself as cutting edge, inflated the already enormous press attention paid to his VP pick and further established a list of supporters’ most coveted form of contact: their cell phone numbers.” [MobiAdNews]
Mobile Marketing: what's Working, What's Not?
By Sue Marek
There are some early signs of mobile marketing success and major brands are bullish on the mobile channel. But most agree that the key to successful mobile marketing is to have a targeted campaign that leverages location and context and provides a clear message.
But even if all these elements exist, it's still difficult to determine the success of a campaign. Why? Because there is a mishmash of benchmark and performance measurements that exist but no established way to gauge the success of a campaign. Many companies that say they have the answer and the necessary measurement tools but the ecosystem is confusing.
At CTIA IT & Entertainment expect to hear lots of buzz about mobile marketing performance and measurement tools. In fact one panel "Mobile Marketing & Advertising Metrics: Establishing Meaningful Benchmarks and KPIs" on Sept. 10 at 1 p.m. is dedicated to this topic.
But perhaps the most innovative ideas in mobile marketing will be revealed during the keynote session on Friday when Trip Hawkins, founder and CEO of Digital Chocolate takes the stage and moderates a panel filled with teens between the ages of 13 and 19. So many mobile marketers want to tap this segment but does anyone really know what they want from mobile? Forget the market research and analyst studies and check out this session. [FierceWireless]
Flickr Photostream-
- Copyright © 2008-2011 ICT & Internet Business. All Rights Reserved. Powered by Blogger
- Back To Top
- Log in
- Blogger
- Home
Recent Comments-