Report: US Consumers are Ready for Relevant Mobile Marketing

Authored by dmw on January 5, 2007 - 1:36pm.

Cambridge, Mass. - According to a new report by market analysis firm Forrester Research called "Is The US Ready For Mobile Marketing?", early results show that consumers will readily engage in campaigns as long as marketers deliver valuable information or content, even though 79% of consumers perceive the concept of mobile ads to be annoying.

"In contrast to other channels, mobile is highly integrated into people's daily activities and physical environment. This means that marketers can embrace the real-world connections with relevant location-based services and campaigns that tie mobile and on-premise advertising," said Forrester Research Principal Analyst and co-author of the report Christine Spivey Overby.

Examples of successful mobile marketing campaigns mentioned in the report include:

McDonald’s increasing late-night visits by offering mobile coupons on Match.com’s mobile site that were valid during late-night hours only
Clear Channel radio station WXKS (KISS 108 FM), based in Boston, launching a mobile “text club” which allows listeners to receive mobile alerts and promotions, in addition to interacting with on-air personalities
Broadway Marketplace, a small Cambridge, Mass. Grocer replacing its card-based loyalty program with one that uses mobile phones to identify shoppers. The mobile solution thus allows Broadway to send mobile promotions based on purchase histories. To date, 82% of Broadway shopper’s belong to the program, with 64% participating on a regular basis.