For Marketing Leadership Professionals (Length: 14 pages)
This is a Consumer Technographics document

December 27, 2006

Is The US Ready For Mobile Marketing?

Consumers Are Ready — So, Marketers Should Be, Too

This is the first document in the "The Rise Of US Mobile Marketing" series.

by Charles S. Golvin, Christine Spivey Overby

with Elana Anderson, Julie M. Katz, Tenley McHarg, Emily Van Metre

Executive Summary (This is a document excerpt)

The near ubiquity of mobile phones and accelerating consumer acceptance of applications other than voice make mobile a powerful new channel for marketers. When done right, mobile campaigns yield high response rates and increase consumer engagement. Still, 79% of consumers are annoyed by the idea of mobile marketing. To avoid consumer backlash against ads on their phones, marketers must adopt a mindset where value replaces interruption and campaigns are designed for an abbreviated and immediate mobile experience.

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TABLE OF CONTENTS

NOTES & RESOURCES

itemUS Mobile Marketing Is Here

itemMarketers Use Three Mobile Mechanisms Today

itemThe Audience For Mobile Marketing Is Growing

itemConsumers Are Adding Data To The Mix

itemYounger Consumers Lead The Charge

itemCampaigns Succeed Despite Consumer Fears

itemConsumers Are Wary Of Mobile Marketing . . .

item. . . But Respond Positively To Early Campaigns

itemMarketers Must Focus On Medium And Message

recommendations

itemMarketers Need A New Mobile Mindset

itemSupplemental Material

Forrester interviewed 35 companies, including: Avenue A | Razorfish, Enpocket, ipsh!, The Mobile Marketing Association, Sprint Nextel, Sybase 365, Third Screen Media, m-Qube (a VeriSign company), and Verizon.

Related Research Documents

itemThe State Of Consumers And Technology: Benchmark 2006

July 27, 2006, Data Overview

itemInteractive Marketing Channels To Watch In 2006

April 27, 2006, Trends

itemUS Mobile Marketing Is Still Two Years Away

December 22, 2003, Brief

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Analyst: Charles S. Golvin, Christine Spivey Overby
Technology: Data Services, Direct Marketing, Emerging Marketing Channels, Interactive Marketing, Marketing & Advertising, Mobile Services, Telecommunications Services, Telecommunications Services By Region
Industry: Consumer Technology, Consumer Telecommunications
Geography: North America
Archived Teleconference:
The POST Method: A Systematic Approach To Mobile Strategy
Original air date: Wednesday, April 22, 2009
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Ratings and Comments
Rating: 9 out of 10
based on 4 ratings across all roles.
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