Integrated approach key for mobile marketing

10 September 2010

NEW YORK: Brands seeking to connect with US consumers on mobile phones could benefit from using TV, direct mail and other traditional channels to encourage a response.

The Mobile Marketing Association and Luth Research polled 1,000 adults, of which 60% of participants said they had previously seen an ad inviting a response through a wireless handset.

This proportion fell to 39% concerning the amount of people that recollected viewing such an effort during the week before the study.

Contributors who owned Apple's iPhone and were 18 to 24 years old generated the highest levels of recall, with a male bias.

When asked on which medium they had noticed advertising containing a call to action from a cellphone, 70% of the panel said it was a TV spot.

Desktop and laptop computers followed in the rankings, ahead of radio, according to the MMA/Luth Research study.

Among the individuals exposed to this form of advertising on television, one third had reacted in the desired fashion.

Totals reached a peak for the 35-44 year old age group, while Asian and Hispanic consumers also posted above-average numbers.

However, the channels which delivered the greatest effectiveness registered the lowest scores in terms of awareness.

More specifically, at least half of the sample that remembered a mobile response ad in cinemas, newspapers, magazines and direct mail had interacted, such as by SMS.

Sending a keyword via text message to a short code containing a handful of digits was a preferred means of engaging with companies, especially for 18-34 year olds and the Hispanic audience.

People aged 45 years old and above displayed a significant favourability for calling, and Asian consumers generally liked email.

The major advantages of using cellphones were said to encompass clearly tracking return on investment, such as by employing different short codes for separate campaigns.

"The mobile channel is a highly effective way for brands and others to obtain responses from US adults," said Peter Johnson, vice president of market intelligence at the MMA.

"This effectiveness includes extensive reach across all adults and within certain demographic groups, such as young adults and Hispanics.

"But brands and agencies should pay close attention to which media outlets offer the best mobile response opportunities."

Data sourced from Mobile Marketing Association; additional content by Warc staff