Mobile Marketing Campaigns Are Winning Consumer Acceptance

The company found that cell phone marketing is quickly gaining ground in Europe and that it’s beginning to appeal to marketing experts in the U.S. and Canada. Large players including Yahoo, Google and Nokia are making important strides within this up and coming market. ABI also made note of the fact that relative newcomers who’re building ad systems and software for the industry including Admob and Millennial Media are rather quickly turning out to be key participants in the market that’s very reminiscent of the web advertising rush that occurred in the latter part of the 1990s.

It was also discovered that a great many big name companies are embracing mobile marketing campaigns as a vital part of cross-media advertising. Although mobile marketing had originally been considered as being off-limits by marketers, it is now viewed as the best way to bring a personal aspect to focusing on buyers.

Mobile marketing first appeared in Japan and South Korea when corporations started to collect cell phone numbers to send out wanted or unwanted information. This method of advertising is at various levels of maturity – dependent on the market and country. Although cell phone marketing is pretty well established in Europe and Asia, the U.S. market is just starting to emerge with major participants taking the stage.

In the UK, there’s been a very significant growth of cell phone coupons with an calculated three million Britons who have already redeemed coupons they got on their mobile phones. As a result of daring mobile marketing campaigns from top British brands, the popularity of cell phone coupons has grown six-fold. This past summer Coca-Cola Great Britain (CCGB) teamed with digital voucher company i-movo to run a mobile coupon promotion in the UK that led to 87% of the coupons being redeemed, making it the number one most effective UK mobile coupon promotion in British history.