PlusOne – Marketing Musings

I saw this interesting post  on the  160Characters Association website that looks at consumers using the web to request more information on products and services. I have a truncated version here.

Here in Australia the advertising of an SMS contact method in mainstream media is still in its infancy stages – the Army is using it and is the Ford motor company. Real estate agents use it to allow initial contact about properties and the Age newspaper is starting to use it to provide classified advertisers with additional ways of providing images on cars for sale.

Despite being quick up-takers of technology, Australian companies have failed to express a desire to utilise the full depth of opportunity that mobile technology can provide.

I hope this changes in the future.

Brands need to begin integrating mobile into their marketing campaigns as mobile users in Western Europe already appreciate mobile marketing and have a desire to opt in to receive relevant product and services according to a MMA survey.

The Mobile Marketing Association (MMA) has conducted a Mobile Attitude and Usage Study for five markets in Western Europe to help brands and marketers identify key market trends, mobile subscriber usage patterns, and success metrics for mobile marketing in Western Europe. The study surveyed 1,535 participants in the UK, Germany, Italy, France and Spain.

The survey found that one in ten mobile users in the Western European markets is highly interested in mobile marketing and another three in ten have a moderate interest. The MMA sees this level of interest as translating into an overall growth opportunity for mobile marketing.

15% of all consumers surveyed have had some experience with mobile marketing. Mobile phones are almost universal and most phones are equipped to receive mobile messages. More than half use text messaging at least weekly and 7 in 10 are familiar with the technology.

Interactive SMS

Interactive voting, receiving ads and product/service information are the most common applications of mobile marketing. 18 – 34 year olds have the highest rate of participation in mobile marketing efforts. However, age is not strongly predictive; interest levels are similar across ages 13 – 54.

Across all regions surveyed, mobile coupons, status alerts about accounts/purchases and special sales have greatest appeal. Over half the users have increased data usage to some extent in the past year vs. slightly under half reporting an increase in voice usage.

Integrate Mobile ASAP

This study confirms that mobile users in Western Europe already appreciate mobile marketing and have a desire to opt in to receive relevant product and services,” said Richard Saggers, MMA EMEA Chairman and Head of Mobile Advertising, Vodafone Global Services. “At least 60% in all age categories surveyed have experience with text messaging, indicating a big opportunity for marketers.”

Laura Marriott, President of the MMA said that “One in three Western European consumers surveyed indicated that their mobile phone is highly important to them and they are very dependent on it. With consumers acknowledging their mobile is always on them, brands need to begin integrating mobile into their marketing campaigns ASAP. Clearly, mobile is proving its potential value as a marketing tool”.

No comments »