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Gear Up For 2008!
As 2007 comes to a close, it’s worth taking a moment to look out just over the horizon to see the trends that will define mobile marketing in 2008 and beyond.
The Emerging SMS Consensus
The Second half of 2007 has seen the release of countless articles forecasting the future – and widespread success – of marketing via text message.
First came the telephone number, then the toll-free 800 number, followed by the URL. The next big thing is undeniably the Common Short Code (CSC).
According to an M:Metrics Study 92.5 Million Active SMS Users Make Short Code-based Mobile Marketing the Most Effective Platform for Mobile Advertisers (10/23/07)
- "CSCs create a level of interaction that is unparalleled in any other medium," said Diane Strahan, vice president of mobile at NeuStar. "The M:Metrics study offers detailed proof of what mobile marketing-savvy organizations across many industry verticals have speculated: that CSCs provide brands with the broadest and the most targeted way to reach today's mobile consumer. As texting continues to increase in popularity, advertising agencies and marketers are focusing more and more on CSCs as a preferred mobile medium of choice. These firms are embracing CSCs not only to reach today's on-the-go consumer directly, but also to transform traditional print, broadcast and outdoor advertising into truly interactive touchpoints -- thus building significant loyalty among key audiences."
Using a short code will offer your brand the unique opportunity to continually communicate with your customers…..and because the technology behind this is 100% customizable, the creative possibilities are endless.
Demographic Trends
Most important benefits:
- Reach: The percentage of 18-34 age group that is using text messaging regularly is close to 70 percent.
- Targeting: Consumers who are required to send a text message (opt-in) are actively interacting with your brand and giving permission for future communication.
- Customer response rate is 100% measurable. The response rates average anywhere from 10% to 40% depending on the information delivered.
- Ad-tracking: By assigning different keywords to each advertising vehicle/medium that you are using, you can quickly track the success of each based on the response rate, and further streamline your methods for better impact.
What 2008 Will Bring
Just as you now go to the Internet for information, whether via a search engine or directly to a known website, the mobile device is quickly becoming the medium of choice . As more and more Americans adopt unlimited text messaging plans with their cell phone carrier, get ready to see more and more stories like these:
- Condé Nast recently announced the expansion of their current suite of magazines using mobile campaigns, now to 25 publications.
- Presidential Race: Obama, Hillary and John Edwards all have SMS campaigns
- Mobile search is coming to the forefront, aided by Google’s recent launch into the mobile sphere
- Universities regularly interacting with their students
- Companies phasing out paper memos and moving towards SMS alerts instead; especially probable in the midst of a new “green” economy
- Airlines texting flight status to delayed travellers
- Police collecting tips from citizens via text message
- Text-to-walls and interactive billboards
- Real estate 24-hour info via text message
- Sports score alerts
Happy texting!
Mobile Marketing Industry News
Google Finally Phone Plans - Open Source Mobile OS 'Android'
The Google Phone has arrived, sort of, but not in the long-rumored embodiment that many had expected. Google announced this morning that it has developed a new mobile OS called "Android"—a result of its acquisition of a mobile software company of the same name in 2005—that will allow the company to get Google's mobile apps into as many hands as possible starting in mid-2008.
American Magazine Conference: Mags Must Embrace Mobile
MAGAZINES HAVE BEEN slow to launch mobile content initiatives. They must shift into high gear--or risk missing out on a new wave of digital commerce that will rival the emergence of the Internet as an economic engine in the 1990s, according to mobile media and measurement executives speaking at the American Magazine Conference on Monday.
M:Metrics Study: 92.5 Million Active SMS Users Make Short Code-Based Mobile Marketing the Most Effective Platform for Mobile Advertisers
NeuStar, Inc. announced today that Common Short Code (CSC)-based messaging campaigns have been cited as an "unprecedented platform for marketing" in a recent report published by mobile media research firm M:Metrics. The M:Metrics report, which can be downloaded for free at the U.S. Common Short Codes website, states that CSCs are an effective way to engage and drive consumer response across various media channels.
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In This Issue:
2008 Outlook
Mobile Marketing News
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