Mobile Marketing's Must-Attend Events for Fall 2010
Mobile phone sales continue to defy the global economic slump. Smartphone sales grew nearly 49 percent between Q1 2009 and Q2 2010, according to analyst firm Gartner. More than 314 million smartphones and feature phones shipped in Q1 2010 alone, 17 percent more than one year earlier.
All of those figures add up to an enormous opportunity for brands and marketers, including those looking to add interactivity to advertising campaigns that center around traditional media such as print, broadcast and billboards. That’s because whether consumers are buying their first Java ME feature phone or upgrading from an older smartphone to the latest Apple iPhone, that handset is now one of the most effective ways to build a brand, promote products and distribute coupons, to name just a few ways that mobile marketing is used today.
But there are no slam dunks in mobile marketing. Success depends on understanding factors such as the types of mobile phones used in a particular market and how that affects campaign strategies.
For example, at the most recent Mobile Marketing Forum (MMA Forum), held June 7-9 during Internet Week New York, one speaker noted that in India, 33 percent of SMS traffic is media content and/or advertising. Why do so many mobile marketing campaigns there use SMS? Because virtually every handset and network in India supports text messaging, and because SMS is affordable for more of the population than other types of data services.
If you missed the New York MMA Forum, there are plenty of other opportunities to get up to speed on mobile marketing. The first is by checking out some of the success stories presented at the New York MMA Forum, such as Lipton Tea’s mobile campaign that grew sales 47 percent, or the several brands — from florist chains to detergents — that reported 20 percent response rates for their mobile campaigns. Those and other highlights are recapped on the blog of one of the event’s many renowned speakers, author Tomi Ahonen.