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December 27, 2006 Is The US Ready For Mobile Marketing?Consumers Are Ready — So, Marketers Should Be, Tooby Charles S. Golvin, Christine Spivey Overby with Elana Anderson, Julie M. Katz, Tenley McHarg, Emily Van Metre |
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Executive Summary
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.
TABLE OF CONTENTS
- US Mobile Marketing Is Here
- The Audience For Mobile Marketing Is Growing
- Campaigns Succeed Despite Consumer Fears
- Marketers Must Focus On Medium
RECOMMENDATIONS
- Marketers Need A New Mobile Mindset
- Supplemental Material
- Related Research Documents
This is an excerpt
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