Mobile Marketing Receives Low Response

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Close to one-quarter of mobile users are interested in mobile marketing, according to a recent study by the Mobile Marketing Association.

 Sweepstakes and voting campaigns were the most common types of mobile marketing that respondents had participated in.

The MMA predicts that marketers will start to focus on mobile phone features such as cameras. Camera phone usage is up more than one-third since 2006.

"Camera phone [usage] dovetails perfectly with the coming cross-carrier interoperability of picture messaging via a short code," said Gene Keenan, vice president at Isobar. "We expect to see some very innovative campaigns this coming year using picture phoning," he said.

Overall, self-reported participation in mobile marketing increased 5 percent in 2007. Participation by 25-to 44-year olds saw the largest increase. With just 5 percent of these mobile phone users reporting participating in some form of mobile marketing campaign, it is still not wide spread.

"The attraction of mobile messaging for marketers can be summarized in a single word: response," said John du Pre Gauntt, senior analyst at eMarketer. "The current response rates for mobile messaging campaigns blow competing mediums such as direct mail out of the water."

The U.S. had a 12 percent response rate to mobile marketing In September, followed by the UK at 9 percent and Italy with 8 percent according to an M: Metrics study.

Mobile Marketing Receives Low Response
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