OCTOBER 12, 2007
Small screens to reach mass market.
Major European brands are set to increase their mobile marketing, according to an Airwide Solutions-sponsored study by Vanson Bourne.
More than one-quarter of the 50 companies surveyed had already launched live SMS text-messaging campaigns, and nearly one-fifth had launched live MMS multimedia campaigns. "Among the most important lessons learned so far is that the way in which a mobile branding campaign works in delivering something of value to the user is just as important as how a mobile campaign looks," said John du Pre Gauntt, senior analyst at eMarketer.
"This lesson is more than just a question of technology," he said. "It is a function of the interactions among all the players who collaborate to deliver any mobile experience."
One-half of responding companies said that they were not yet using either text messaging or multimedia messaging in their marketing.
Text-based mobile advertising is already reaching quasi mass-market status in Europe, and the US is not far behind, according to a July 2007 study by M:Metrics.
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