Making the Most of Mobile Marketing


What three things do you always take with you when you leave your house?

Well, the market research surveys show that the answer is:

• Wallet/purse
• Keys
• Mobile phone

But the exciting news is that a new survey* reports that top of the list is the mobile phone!

So as long you don’t break the golden rules of marketing - relevance, convenience, timeliness, then the possibilities are staggering.

In the UK we send over one billion text messages every week! But there are many other mass media channels, so what makes the mobile channel a unique opportunity for you?

1. The phone is the first truly personal medium.
A 2006 survey by Wired revealed that 63% of the population do not share the phone even with their spouse. It is that personal.

2. The phone is always carried.
A survey in 2005 by BDDO found that 60% of the population sleep with the phone physically in bed. A Nokia 2006 study found that 72% of us use the phone as our alarm clock.

3. The phone is the first always-on mass medium
Today many media offer alerts via the phone. Content on another real time medium like TV, such as CNN breaking news, alerts viewers via SMS.

4. The phone has a built-in payment mechanism.
TV shows from Big Brother to American Idol earn billions via SMS votes. Some gaming and chat cable TV channels in Europe earn 80% of their total revenues from mobile payments.

5. The phone is a creative tool available always at the point of creative impulse.
Time Magazine‘s Person of the Year 2006 was the ‘You’ of User-Generated Content. The mobile phone with the built in camera for stills and video is in our pocket, always at the ready to snap images and clips. User-generated content is radically altering the media world as seen at YouTube, OhmyNews and SeeMeTV.

6. Mobile captures the most accurate customer information in any medium.
AMF Ventures measured the relative accuracy of audience measurements on TV, internet and mobile, in May 2007, finding that on TV only 1% of audience data is captured; on the Internet about 10% of audience data is collected; but on mobile 90% of audience information can be identified.

At Rapide we are keen to help you explore the exciting possibilities offered by this channel.

We’ve put together a Mobile Marketing White Paper to introduce you to this exciting channel –click here to download.

Or you can contact us directly to discuss your requirements – call 02476 011911



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