Growing trend of Mobile marketing in US : Even though almost four-fifths of consumers say they find the notion of ads on cell phones annoying, a growing number are being engaged by mobile campaigns that offer value without being unduly interruptive, according to a research report.
The report, "Is the U.S. Ready for Mobile Marketing?", finds that properly targeted campaigns can overcome that innate user resistance. For example, McDonald's mobile campaign designed to increase late-night visits. The campaign got higher-than-average clickthrough rates by targeting young-adult-focused mobile sites such as Match.com and offering a highly relevant coupon valid from 9 p.m. to 4 a.m. that night only.
And a Clear Channel radio station in Boston operates a club in which listeners receive mobile alerts and promotions and can interact with DJs during broadcasts via SMS. In one promotion, 48% of the station's club members sent text messages to win a breakfast with Nick Lachey.
To avoid the perception of mobile spam, marketers must work with the unique elements of the mobile cannel itself and the relevance of their message," Forrester Research principal analyst Christine Spivey Overby said in a statement accompanying the report. "Mobile is highly integrated into people's daily activities and physical environment. This means marketers can embrace the real-world connections with relevant location-based services and campaigns that tie mobile and on-premise advertising."
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