Wifi Revolution

While most people were, in the past, using their mobile phone for mainly voice services, new applications and service availability has changed that to allow more regular usage of texting and internet service on mobile phones.  

 

With this shift comes a forecasted uptake in mobile marketing opportunities. New research by Forrester finds that consumers are shifting their usage of mobile phone services and increasing the audience base for mobile marketing.

 

According to a new release, "Thirty-five percent of US households that own a mobile phone currently engage in text messaging and 11 percent access the mobile internet."

 

To prepare mobile advertisers for success in this new market, Forrester Research's (News - Alert) report, "Is the US Ready for Mobile Marketing," advises marketers to realize the need for more focused marketing that offers value over disruption. Targeting relevant messages to consumers is important in combating any skepticism for the market.

 

"In contrast to other channels, mobile is highly integrated into people's daily activities and physical environment. This means that marketers can embrace the real-world connections with relevant location-based services and campaigns that tie mobile and on-premise advertising," commented Christine Spivey Overby, Forrester Principal Analyst and co-author of the report in a statement.

 

Companies already taking on this focused push towards mobile were highlighted by Forrester Research and include:

 

McDonalds, who used mobile offerings for coupons targeted to users of the Match.com website to increase late night visits.

 

Clear Channel radio stations used mobile advertising to allow one of their radio station's listeners to join a texting club for promotions, alerts and interacting with Disc Jockeys.

 

Broadway Marketplace is using shopper's mobile phones to deliver promotions based on their past shopping history.

 

This more tightly focused advertising can have a positive effect on the overall success rate of advertising campaigns and helps to target an audience that is promising for companies and their marketing goals.

 

 

 

 

 

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