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MOBILE BECOMES VIABLE MARKETING CHANNEL
Businesses worldwide are embracing mobile phones as a
viable channel to target consumers with their brand messages. Fueling this trend
are improvements in mobile technology by leading cellular service providers, an
increased consumer adoption rate of mobile phones, and a growing niche market of
vendors that supply mobile search, messaging, and marketing services. Couple
that with the powerful ability of mobile marketing to reach target demographics
throughout the day instead of just when they’re in front of the television or a
computer and you’ve got a potent advertising platform with numerous
possibilities to increase brand awareness.
But the mobile marketing space today, particularly in
the U.S., faces many inherent challenges, including consumer reluctance to
accept intrusive advertising on their hand-held devices and the small screen
size of the devices. But despite these hurdles, mobile marketing and advertising
is poised to accelerate worldwide as the number of mobile subscribers grows and
marketers of well-known products and services increasingly understand how the
medium can enhance customer equity and brand awareness.
MARKETERS
DIFFER ON THE BEST MESSAGING PLATFORM
Marketers differ about which messaging platform is
better for particular branding objectives but they agree that mobile messaging,
as a whole, offers an incredible opportunity to reach and target consumers.
Mobile direct response messaging, after all, affords higher conversion rates
than direct mail or even e-mail marketing initiatives. The Internet Advertising
Bureau has estimated that 95% of text messages are opened, in contrast to 25% of
e-mails sent via the Internet.
Aside from direct response messaging, mobile search is
playing an increasingly important role in helping cell subscribers navigate the
mobile Web. Marketers are allocating their mobile dollars to algorithmic search
(which enables results to be listed in order of relevance) and sponsored search,
which includes ad placements. Wireless Application Protocol (WAP) is a
technology platform used to create Web sites that can be accessed easily from
handsets. WAP enables users to access video and streaming audio, and supports
banner ads.
The
current mobile advertising and marketing universe is beset by a whirlwind of
activity in which, by mid-2009, Mind Commerce expects will be dominated by a few
key mobile marketing suppliers. Our research finds that those companies that are
ready to incorporate mobile as part of their advertising and marketing efforts
will reap the rewards of increased consumer profitability. How to get there is
accomplished by exploring some key questions throughout this
report:
·
What is mobile marketing
and advertising?
·
What is the mobile
marketing opportunity worldwide?
·
Who are the key suppliers
to the mobile marketing industry?
·
What are the critical
success factors for future mobile marketing business models?
Report
Methodology
This report includes
primary research and analysis of the mobile marketing ecosystem, value-chain and
players as well as analysis of secondary sources of market forecasting. The
authors evaluates forecasts in light of a unique perspective of the direction of
mobile marketing and makes his own projections based on a variety of market
factors, usability, personalization, and brand integration.
For more information, see
the report sample (CLICK
HERE)
The views and opinions expressed in this article do not necessarily represent the views of MobileIN.com. You are encouraged to seek the advice of health professional concerning these matters of great importance.
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