Mobile Marketing
Research & Marketing
Marketing Research
Primer Report
Research Team
Katharine Nester
+44 (0) 207 808 7838 knester@firstpartner.net Marketing: Mobile Channel
September 2003
Mobile Marketing
A Primer Report
…At last an effective marketing
Kurt Lyall
+44 (0) 207 808 7838 klyall@firstpartner.net Putting your message in their pocket
Executive Summary
Mobile marketing is more than a trendy new media channel; it is a powerful communication tool with considerable audience reach and awareness. Over 85% of the population in the UK use a mobile phone and 80% across Western Europe. With such high penetration, mobile marketing campaigns can reach all audience demographics (over 70% penetration in all the age ranges up to
64 years of age).
The audience response rates from mobile campaigns and the brand awareness they generate also stand out compared to other media and channels. Mobile campaigns have an average response rate of 12% - some four times greater than direct marketing (average of 2-3%). The average spontaneous brand recall generated at 12% is nearly twice the average rate of spontaneous recall of radio (6%) and television (7%) campaigns.
It was only a few years ago that the mobile channel was used experimentally for the first time as a marketing tool. At that time the complexities of the technology, the specialist knowledge required and the contractual difficulties of working with the mobile networks made delivering mobile marketing campaigns an option only for the determined.
Today these hurdles have been largely removed. The suppliers supporting mobile marketing have developed significantly; enabling brand managers and agencies to deploy mobile marketing campaigns for a fraction of the cost and resources required in the past.
In this paper FirstPartner explores mobile marketing, the opportunities it offers, the steps involved in delivering a campaign and the future for this media. This paper is intended as a primer for those who may be exploring mobile
Marketing Research
Primer Report
Research Team
Katharine Nester
+44 (0) 207 808 7838 knester@firstpartner.net Marketing: Mobile Channel
September 2003
Mobile Marketing
A Primer Report
…At last an effective marketing
Kurt Lyall
+44 (0) 207 808 7838 klyall@firstpartner.net Putting your message in their pocket
Executive Summary
Mobile marketing is more than a trendy new media channel; it is a powerful communication tool with considerable audience reach and awareness. Over 85% of the population in the UK use a mobile phone and 80% across Western Europe. With such high penetration, mobile marketing campaigns can reach all audience demographics (over 70% penetration in all the age ranges up to
64 years of age).
The audience response rates from mobile campaigns and the brand awareness they generate also stand out compared to other media and channels. Mobile campaigns have an average response rate of 12% - some four times greater than direct marketing (average of 2-3%). The average spontaneous brand recall generated at 12% is nearly twice the average rate of spontaneous recall of radio (6%) and television (7%) campaigns.
It was only a few years ago that the mobile channel was used experimentally for the first time as a marketing tool. At that time the complexities of the technology, the specialist knowledge required and the contractual difficulties of working with the mobile networks made delivering mobile marketing campaigns an option only for the determined.
Today these hurdles have been largely removed. The suppliers supporting mobile marketing have developed significantly; enabling brand managers and agencies to deploy mobile marketing campaigns for a fraction of the cost and resources required in the past.
In this paper FirstPartner explores mobile marketing, the opportunities it offers, the steps involved in delivering a campaign and the future for this media. This paper is intended as a primer for those who may be exploring mobile