Mobile Marketing Explained
In this Mobile Marketing session, Starcom IP's Courtney Acuff and Beyond Interactive's Matt Day gave a comprehensive overview of the mobile segment, followed by tactical explanations and recommendations on how to utilize this channel.
Acuff reviewed a proprietary Starcom IP study of consumers 12-27 that entailed a detailed survey of mobile device usage. The study's focus concentrated on reasons for usage. Primary reasons for fast adoption of mobile devices cited were facilitation of social life, enabling of autonomy, appearance of phone aiding "cool factor," entertainment and planning social events. Acuff cited several uses of mobile devices for marketing including voting, sweepstakes, contests, sponsored content and more.
Day ran through a list of mobile marketing methods including SMS for alerts, coupons, polling and product shipping notification; wireless Internet for delivering web content and AvantGo-like channels; EMS for delivery of ringtones, wallpapers, song clips and custom storefronts; MMS for multimedia content, mobile gaming, streaming audio and video; and IVR for interactive video and database applications.
Acuff finished by explaining how the effectiveness of mobile campaigns can be measured from area code, to carrier to downloads of games, ringtones and message and participation in surveys. Additionally she provided some set up costs for launching a mobile campaign which range from $55-$75K for initial planning and set up to maintenance fees of $2,500.
