Mobile Marketing - 8047 Words

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†¦show more content†¦The term ‘mobile marketing’ covers a broad range of formats in which the target audience interacts with a campaign using their mobile phone. We have defined 4 broad groups of format within this primer: 1. 2. 3. 4. Messaging based - Marketing using SMS and MMS; Browser based - Marketing using the â€Å"mobile internet† in WAP format via banner ads and interstitials; Voice based - Marketing using voice lines; and Emerging - Current cutting edge campaign formats which are being used by just a few specialist agencies. Examples include use of Java games, voice mail marketing and Location Based Services (LBS). Many of the formats defined above can also be targeted at fixed line/land line customers. For the purposes of this primer we focus purely on the opportunities to target the mobile customer base with the mobile phone. It was only a few years ago that the mobile channel was used experimentally for the first time as a marketing tool. At the 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 area only for the determined. 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