Mobile Marketing – Test and Learn

by Sonny Kim - VP, Interactive

We’ve been talking about mobile marketing for over a decade now, yet we still don’t see the mass adoption for marketers to include mobile in their marketing mix. The share of marketing dollars toward mobile is only 1.8% (MMA market survey 2009), yet it has established itself as a dominant communications channel. Over 200 million Americans own a mobile device and the adoption of smartphones has increased the opportunities for marketers to go beyond text messaging and ring tones to engage with consumers. Given these evolutions, coupled with a recent report showing rapid mobile internet adoption (Morgan Stanley 2009), the opportunity to jump in and learn now seems stronger than ever. So where do you start? Dipping your toes into mobile marketing can be very simple. Here are three easy ways you can get started.

SMS is still king - Text messaging by adults is outstripping the growth rate among younger generations. Adoption of text messaging between ages 45 to 54 has increased 130%. Favorite venues for texting are: The movies (58%); loud sports games or concerts (41%); lectures or classes (39%). Marketers can build a communication strategy around their target’s lifestyle interests.

Test and learn: Try a text to vote to get user input on your product or service.

How about a WAP, do you have one yet? Contrary to popular opinion, Americans use the mobile web in large numbers. Actually 15.5% of ALL MOBILE consumers use the internet –that equates to 40 million people (according to Nielsen). The growth rates are most notable among two segments, young adults 18 to 25 (as expected) and new smart phone buyers. Smartphone penetration in the US is 13.5% of all handsets.

Test and learn. Build a WAP page (1). Think about some key information bits you can provide the mobile consumer. Keep it simple.

Mobile App: News, weather and entertainment are top categories for frequency and loyalty of usage. This application doesn’t have to be an iPhone app. Your application can be created to be utilized by the majority of phones. It can be the coolest apps that enable consumers to search your inventory, create recipes, or your application du jour can be as simple as a game. It might be helpful to ask your consumers how they would engage with your brand and what kind of information your consumer is seeking. Mobile apps development costs can start as low as $5,000.

Test and learn. Build a Ping pong game.

Good luck, if you’re already ahead of the game, let’s discuss how we can collaborate to build a robust mobile marketing strategy.

Additional resource:

http://blog.flurry.com/bid/26376/Mobile-Apps-Models-Money-and-Loyalty

sources: Market-research firm, M:Metrics, 2009, CTIA, consumer survey 2008, Research report, Nielsen, 2009