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Mobile Brands will treble Mobile Marketing spend by 2013, says report

By: , IntoMobile
Tuesday, October 14th, 2008 at 3:09 AM

Major brands in the financial services, retail, and maunfacturing sectors will invest heavily in Mobile Marketing in the next 5 years, says UK OpCo Telefonica O2.

Apparently two-thirds of businesses state that mobile marketing campaigns generate a higher response rate than traditional methods, due to the personalisation/targeting element. Interestingly, 88% of marketing directors anticipate that behavourial targeting will be an important new element for customer insights by 2010.

On the reception side (i.e. the customer) however, 46% of those in the study were concerned about text messages as spam (I’m not worried, my friends send me enough messages that I regard as spam anyway!).

Of course marketing messages can take many forms, such as competitions, info services, booking confirmations (with extra promo text), appointment updates (agan with the promo text), and call backs / email campaigns.

Speaking of text messaging, this would also be the most popular medium for Mobile Marketing – probably due to it’s ubiquity.

O2 commissioned Vanson Bourne in May 2008 to survey IT directors and marketing directors in 100 leading brands about their current and future plans for mobile marketing.

[Via: Cellular News]

About The Author

Ben Robinson

Ben is a 10+ year veteran of the Mobile industry – starting his career when SMS was a still a relatively new concept for most people (!), he has now consulted on everything from bleeding-edge Mobile content, to the next-gen accessories you might view it on. As a result he has a broad and deep knowledge in numerous areas of Mobile – from network operators to device vendors, to infrastructure and middleware vendors (not to mention content delivery) – and has worked for companies in all of these areas! He is based in the UK, a hotbed of activity for mobile, and recently became a father for the second time – as oppose to in his younger years when he was happy spend time tweaking all manner of mobile devices to 'nth' degree, he now looks for services and hardware that provide the most efficient, compact, and reliable improvements to his already manic life! It’s his opinion that Mobile solutions should be there to help to make your life better – if a particular solution (be it service or device) isn’t doing this, he believes you need to ask the very important question of why you continue to use it... His focus at IntoMobile is mainly on Mobile content, services, and infrastructure, particularly as regards the UK market – and with the occasional look at devices. Additionally, using his extensive experience in the industry, he will provide commentary on the industry at large, with regular (and hopefully thought-provoking) articles.

  • Gonca Telli Yamamoto

    Behavourial targeting really becomes very important for marketers. At last they find out the importance of their various datas and data bases. Data mining will be very important while behavourial targeting to get a real useful data form these sources.
    On the other hand to find out interesting SMS campaigns will be harder. There must be more creativity.

    There should be some difference than the competitors. Not only the major brands but also for small companies it is very useful. They could also use it much better than the major brands with their flexibility.

    Regards,