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mobile marketing

Consumers Respond to Mobile Marketing

Posted by Mark J. Miller on June 13, 2011 05:00 PM

For eons, marketers of all stripes have been trying to figure out just how many consumers take action due to their advertisement.

Even in the online world, where clicks and time spent and every other measurement is hemmed and hawed over, it can be difficult to know how many consumers saw the ad and simply had their own brand loyalty reinforced or a nugget of info lodged that will later lead to action.

As mobile platforms such as QR codes become more mainstream, marketers are grappling with the ROI of mobile marketing, with one-third unsure if their mobile campaigns are effective. Now the mobile world is saying it’s got the goods.

A recent study by the Mobile Marketing Association (MMA) and Lightspeed Research says that 25% of consumers are more likely to respond to advertising, whether it's print, online, or outdoor, "if they are able to do so via a mobile response," according to BusinessWorld.

The publication also cites recent research from Dynamic Logic that shows that mobile advertising can bring higher engagement with the consumer than online advertising does. "Based on 74 campaigns during Q4 2009, and with a huge 69,854 respondents, the research revealed that on average, 22% were aware of a mobile advert — leading to a purchase intent rate of 5.4%," the site reports.

BusinessWorld purports that part of the reason is that there is generally only one ad per page on a mobile device and the information tends to be very targeted, very simple, and contain a call to action.

Stay tuned for more insights this week. At its global forum kicking off Wednesday in New York, MMA will release the first wave of research from a landmark global study on mobile marketing with Google, "designed to provide insights into how people are using their mobile devices and the readiness of businesses to engage consumers via mobile."

"As the study shows, smartphones are used extensively by consumers and are a powerful new tool in engaging the marketplace,"  Michael Becker, North American Managing Director, MMA. 

"A mobile user study of this scope is unprecedented and offers a truly global view of how smartphones are transforming the lives of individuals," said Mr. Charlebois. "Further it offers a valuable perspective on how marketers are adapting to the increasingly mobile world."

Comments

Google Directions United States says:

yes they respond, i work with mobile marketing and i know how good it is for growing a business, great post

June 14, 2011 12:15 AM #

Joseph G. United States says:

It should be very interesting to see the what MMA and Google have come up with in their research. With consumers being increasingly reliant on their mobile devices, a fuller understanding of the effectiveness of mobile marketing will be useful to say the least.

June 14, 2011 10:41 AM #

Mike V. United States says:

QR codes and keyword/shortcode combinations can be set up extremely easily and inexpensively.  

We welcome all Brand Channel readers to give us a look at www.fanfaremobile.com, and by all means send me an e-mail should you have any questions.

-Mike.

June 16, 2011 03:18 PM #

Tony United States says:

I actually tried advertising on android phones.  It works basically the same a pay-per-click on the web. The big advantage is that unlike a computer screen your ad is the only thing appearing on that cell phone screen at that particular moment and people can instantly respond. But you definitely need a budget that you are willing to spend because everything happens extremely fast. Within a matter of minutes all the clicks you purchased have been made and your account is at zero. You can schedule a maximum daily limits like $5, $10, or $20, etc. and everything will stop for that day once you hit it. That allows you to review, analyze, adjust, or edit ads if necessary.  But I think overall mobile marketing is very good , especially for local business.  I found a lot of helpful information about <a href="www.androidadvertisingmoney.com/android-advertising">android advertising</a> at androidadvertisingmoney.com

June 19, 2011 01:22 PM #

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