Mobile marketing industry’s potential to grow

Several researches conducted on mobile marketing observed a high demand amongst mobile users for MMS and SMS service. One of the mobile marketing firms, after conducting surveys, pointed out the growing interest amongst Irish consumers for MMS and SMS and other mobile Internet services. According to the research, about 33 per cent of users said that they respond to the advertising and about 60 percent have used MMS as a medium to respond. This messaging format supports picture and video messaging and is likely to grow as a medium for responding, in the near future. While another survey conducted in Europe by a mobile marketing association in January 08 observed a great demand amongst mobile users for receiving marketing messages via their mobile.

According to Return2Sender’s research around 50 percent of consumers were happy with receiving marketing messages as part of a loyalty scheme, wherein they would receive rewards such as call credit and ringtones. The managing director of the company is of the view that the majority of consumers are willing to receive ads on their mobile phones if they get something in return. These figures suggest that the mobile marketing arena has a good potential to grow in the near future, if the mobile content industry understands which sector to target.

1 Comment

1. That’s exactly the point. If companies find content that seems really useful to the consumers, they’ve already won. A, in my opinion, very good example for this usefulness is the Campaign of Smirnoff, which includes a “vodkapedia”, a mobile bartender and more. And, as you mentioned, the other aspect reward is very important. Coupons, free ringtones, etc. If you give the consumers something they need for free, of course they are happy with mobile marketing - because it’s not just advertising.

   CommentbyJulia March 18, 2008 @ 10:36 am

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