Mobile campaign interest continues to grow

SMS and MMS campaigns continue to intrigue major brands across the U.S. According to a recent study from Airwide Solutions companies have either already launched one mobile messaging campaign or are seriously considering the launch of a mobile campaign soon.

by Kristina Knight

According to the survey 28% of company respondents said they had launched an SMS campaign and 18% have launched MMS campaigns. Within the next year, another 28% of respondents said they would launch their first mobile campaign. Most importantly, however, 71% of those surveyed said they projected spending 10% of their advertising budget on mobile campaigns in the next two years.

Jay Seaton, Chief Marketing Officer at Airwide said, "The ongoing development of component-based mobile messaging systems has paved the way for a range of valuable new marketing opportunities for brands which, in turn, creates a significant revenue opportunity for mobile operators."

However, there is still a lag in the medium. The study found that about 58% aren't using text messaging or MMS messaging (60%) as part of their ad campaigns. About 29% of brands say SMS messaging is too hard to use and may not be reliable (34%).

As mobile marketing platforms continue to grow this trend will likely change and more companies will sign on for mobile campaigns. With mobile marketing still in the beginning stages, it is understandable that brands are leery of investing too much time and energy in a relatively unproven ad medium.

Tags: MMS messaging, mobile advertising, mobile text messaging, SMS messaging

Comments (0)

Email to a friend

Print this article

Subscribe to BizReport