What About Mobile Marketing?

May 15, 2008 at 9:20 pm Leave a comment

Q: I hear a lot about mobile marketing, but am not quite sure how (or if) real companies are actually using this as a channel.

A: You bet they are! Mobile Marketing is already big business. According to CTIA — The Wireless Associa­tion, mobile marketing has become close to a $1 billion business, with 1 billion text messages sent per day in the US and 70% penetration of mobile use in urban areas. Mobile market­ing is projected to grow from $708 million in overall revenue in 2007 to $2.2 billion in 2012, according to JupiterResearch. This is a channel not to be ignored.

Probably the best way to understand how marketers are using mobile marketing is to hear case studies in action. Check out this article from DM News. It talks about how many firms are successfully using mobile marketing. Playboy, Coca Cola, Jaguar, Virgin Mobile and grocery store chain, Kroger (who offers coupons on your cell, while you’re grocery shopping–wow!) are other examples of marketers using this channel.

In addition to these real-world examples, the article does a good job of explaining logistics, the opt-in process, the importance of integrating mobile marketing with other channels and discusses measurement issues. It’s pretty thorough.

In a nutshell, mobile marketing is already big business. Done correctly, it is a channel that should not be ignored. It’s probably time to add it to your direct marketing tool-kit.


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