A recent survey by Millennial Media, one of the largest mobile media networks in the country, and DM2PRO.com, a resource for digital media and marketing professionals, examined the mobile marketing spending plans of top agencies and brands for 2010.
Some of the findings include:
- 60 percent of nonmobile marketers plan to add mobile marketing to 2010 plans.
- 31 percent of agency respondents plan to spend between $100,000 and $249,000 on mobile next year, with more than 15 percent planning to spend more than $1,000,000.
- 78 percent of those already employing mobile marketing initiatives reported that they met their campaign goals, and an additional 9 percent said mobile performed “beyond [their] wildest expectations.”
Other items touched upon include the role of mobile marketing as one component of a multimedia/multiplatform campaign, and the utilization of mobile ad networks. Of the survey respondents who do employ mobile marketing, 80 percent have hired or developed an internal staff to support these campaigns. Due to the complexities and the relative “newness” of this media, mobile marketing often requires a variety of marketing and technology partners to fully execute an effective program.
At Austin & Williams, we are incorporating mobile media into many client media plans and strategies, particularly those in the higher education and entertainment industries where the potential power of the text message to reach targets – especially Generation Yers – is simply phenomenal. Text messaging is the preferred method of communication to this younger segment which relies on quick, short messages. Offering a short code as another response mechanism is a sure way to boost response rates with this group.