For Marketing Leadership Professionals

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December 27, 2006 Is The US Ready For Mobile Marketing? Consumers Are Ready — So, Marketers Should Be, Too by Charles S. Golvin, Christine Spivey Overby with Elana Anderson, Julie M. Katz, Tenley McHarg, Emily Van Metre	Average: 9  (4 ratings)

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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