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BizReport : Mobile Marketing : July 06, 2011

Mobile consumers ready to call

According to comScore more than 230 million American consumers, age 13+, are now mobile phone users with nearly 78 million accessing the mobile web from a smartphone device. For most mobile campaigns, brands may be too focused on web-type results, say some reports.

by Kristina Knight

mobileshopping.PNGData from JumpTap finds that mobile consumers are more engaged mid-day than early in the morning. Engagement rates remained high through the later afternoon and evening. Why during the noon lunch period? Possibly because first thing in the morning most mobile users are commuting to work or readying their day at the office.

JumpTap's report found that more than 11 billion ad requests were make to the network by over 83 million unique consumers.

"Mobile, like PC web-based advertising, is very measureable. As such, many brands and app developers are measuring their ROI very closely and allowing consumers to respond to ads in varying ways including click to call , click to map, click to download or click to SMS," said Paran Johar, Chief Marketing Officer, Jumptap.

According to Millennial Media May SMART report the top post-campaign action was to place a call. The report found that 42% of mobile campaign actions resulted in a placed call. As for mobile marketers, most are concentrating on finding and engaging local consumers.

  • 49% of brands target local audiences

  • 38% target by demographic

  • 20% target based on past behavior

  • Campaigns featuring store locators grew 48% month-over-month

  • Campaigns offering social media actions increased 36% month-over-month
  • Data from MediaMind shows only slightly different results than those from the JumpTap findings. According to their report mobile ads with the highest mobile click-thru rates (CTR) were between 7pm and 12am, with medical retail and entertainment verticals resulting in the highest overall CTRs. Mobile consumers using iPhone are most likely to interact with mobile ads. Their research also shows that mobile ads have higher CTRs than traditional browser-based banner ads.

    Tags: JumpTap, MediaMind, Millenial Media, mobile ads, mobile campaigns, mobile marketing, mobile trends

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    • For brick and mortar businesses especially, mobile marketing can be an incredibly useful and powerful tool. Being able to connect with customers no matter where they are means you can pinpoint the exact moment you think your message will be most effective. The fact that so many phone calls are placed as a result should be a strong incentive to get involved with mobile marketing.



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