IMC Intuition

Thinking out loud about all things IMC

Keep Mobile in Mind

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Mobile marketing is beginning to take root for B2C applications.  Talent Zoo author Danny Flamberg reports that “mobile ad revenue is expected to grow to $200 million globally…”  That’s good news for mobile agencies.

 What do people do when accessing the internet?  A Mobile Marketing Association (MMA) research study reports, “More than three-fourths (76%) of those who access the Web using their phone say they have an unlimited usage plan. Their primary activity is checking email (87%), followed by ‘get scoring news or weather updates’ and ‘locate a business, address or name’, both at 68%. More than one-third download games, music or other content or watch a video”

Talent Zoo comments that ad agencies do not want to use large portions of their budget for mobile marketing as yet because there are not enough opt-in users and each phone company controls their own unique technology; standardization has not yet been implemented among the various phone companies.

What does this have to do with B2B marketers?  

Be aware that because 87% of mobile users are checking their e-mail, it is essential to format newsletters and text messages to render correctly on the small screen.  Reaching mobile users is a great application for Twitter, as the short message can be rendered quickly and with great clarity.   Danny Flamberg reveals, “We are getting traction on banners, experience in couponing and are launching significant numbers of text/SMS campaigns. We are getting pretty good at quizzes, polls and contests and synching mobile media with print, broadcast and online messaging efficiently.” 

 Keep mobile in mind when designing your next campaign, there are currently 270 million mobile users and numbers are growing fast.

 Links in this post:

 Mobile Marketing on the Move, Marketing Moxie,

 US Mobile Phone Text and Web Usage 2009 Study Executive Summary, Mobile Marketing Association,


Written by Beth Ryan

July 8, 2009 at 12:58 am

Posted in Uncategorized

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