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BizReport : Mobile Marketing : November 19, 2008


MMA: Mobile growth could push marketers into the black

With the growing economic crisis around the world, marketers are tightening their budgets and looking for new answers. A new report from the Mobile Marketers Association and Synovate points to mobile as part of the answer; with more consumers turning to mobiles for information as well as communication, the report suggests mobile revenue could help marketers reap some rewards.

by Kristina Knight

mma.pngIn the US, specifically, researchers have found that consumers are using mobiles for more than quick phone calls; researchers have also found that consumers are open to mobile marketing as long as the ads are short and relevant.

According to the report nearly 90% of consumers are now using mobiles for text messaging with 25% texting each day. Picture and video messaging are also growing quickly. Young adults are slightly (12%) more likely to be caught texting, which is a good sign for marketers. Young adults may have a bit more expendable cash than adults with families.

The bad news? The interest in mobile marketing is not growing; it is also not slowing. During the 2007 survey, 1 in 4 US consumers said they were interested in mobile marketing; in 2008, that percentage remained the same. In the Asia-Pacific region about 50% of mobile consumers reported interest in mobile marketing; in Latin America about 33% reported interest.

Although mobile marketing is really just beginning, marketers interested in reaching localized, targeted markets would do well to research mobile ad networks to find new streams of revenue.






Tags: Mobile Marketers Association, mobile marketing, text message ads, text messaging








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