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BizReport : Mobile Marketing : September 22, 2010

Consumers want to respond to your ads... by mobile phone

If you want to maximize response from ads in any media then you must include a mobile response channel. Such are the findings of a study in Europe by Lightspeed Research for the Mobile Marketing Association.

by Helen Leggatt

A quarter of consumers in Europe would be more likely to respond to an ad if they could do so via mobile. That goes for ads in any media including print, television, radio and billboards.

"Enabling consumers to respond to traditional advertising methods via mobile is a great way of bringing adverts to life and increasing their impact with today's highly mobile consumer," said Dr. Peter A. Johnson, VP of Market Intelligence for the MMA.

"Using mobile as an access point enables consumers to engage with brands of their choice whenever and wherever they want. Integrating mobile response mechanisms into other advertising channels also provides an effective way of assessing return on investment from which to shape future campaigns and understand consumer behavior."

Furthermore, the research, which was carried out in the U.K., France and Germany, found that sending a keyword via SMS to a shortcode was the most popular method of response.

This is great news for marketers because SMS has the greatest reach among mobile users as it does not require an advance device in order to participate.

Tags: advertising, mobile marketing, SMS

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