Home > Uncategorized > Survey Revealed The Big Opportunity For Mobile Marketing

Survey Revealed The Big Opportunity For Mobile Marketing

I have been concerning that mobile marketing is the other way to intrude consumers’ life, just like how direct mail and email have been doing. Until I read this article “Survey Reveals Location Based Advertising Attracts Almost Half of Young Adults”. The survey result showed that almost half of young American consumers are interested in receiving opt-in marketing messages.

The purpose of the survey is to measure mobile phone owner preference levels and receptivity for opt-in mobile marketing messages. There were total 2,029 adults, aged 18 and older did the survey. The results found that food, entertainment and consumer products is the top category that mobile phone owner would like to receive alert about sales. Of those interested in receiving alerts about sales, 53 per cent would be at least somewhat interested in being notified about restaurant specials around them. However, so far only 1 per cent of mobile phone owners currently receive the alerts at their favorite establishments. It shows that there are still plenty of rooms for mobile marketers to expand their mobile marketing strategies.

The survey also found that about 2 in 5 of these adults would like to receive alerts about sales for movie/event tickets (43%), weather information (39%) and clearance or liquidation sales (37%).

Besides, mobile marketing is also a good strategy to increase the chances of consumer impulse purchasing. The article mentioned that about 9-in-10 U.S. adults have made an impulse purchase when they were out shopping in a store based on a sale or special going on around where they were. Nearly a quarter of adults owning mobile phones make this type of impulse purchase at least once per week or more often. Marketers can simply send the coupon information (or code) to consumers’ mobile phone at the right time to influence shoppers shopping decision. The same strategy can not only be used for younger generation, it can be also useful for older generation if sending out the right messages (e.g. healthy foods, vitamine, supermarkets).

It also worth mention that mobile marketing can be much less intrusive than other marketing media, since normally mobile marketers would send out marketing messages after receiving the permission from mobile owners. Also, sending out mobile message is not a free work like email marketing, marketers would be more likely to focus on choosing the right target group instead of sending out messages to massive mobile owners.

Categories: Uncategorized
  1. francescowesel
    October 23, 2009 at 2:48 pm

    good points made here.. however there is a fine line between the intrusiveness of mobile marketing even when consumers opt-in. The phone remains the most personal advice available to us and any marketing move can be perceived as a serious intervention into our precious private sphere. If marketers don’t get it right with the fundamentals of permission marketing and opt-ins, all their efforts risk to fail big time. They can even be counterproductive, destroying the equity that others have built up in a lifetime in the blink of an eye. The old advertising attitude- to just throw spaghetti against the wall, hoping it would somehow stick- therefore doesn’t work anymore in mobile marketing.

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