Tuesday, January 09, 2007
Mobile Marketing Trends
Interesting report from eMarketer on mobile promotions and advertising. A survey of 50 leading brands in Europe by Vanson Bourne found that the top three categories for tactical responses that brands look to drive through mobile marketing included requests for more information, making a purchase or booking, and discovering new attributes about a brand. "Brands, agencies and carriers will need to cooperate in deeper, richer and more complicated and interrelated ways or risk losing out on the world's most prevalent interactive platform," says Mr. du Pre Gauntt. All players in the mobile space must be prepared for change — and they must get over the perception that mobile is a "premium" communications or media channel. This must be a massive opportunity for companies that develop a genuine understanding of when, and in what contexts, customers want to be communicated with, and by whom.