Published 23rd September
A recent European study, by the Mobile Marketing Association (MMA) (www.mmaglobal.com) and research partner, Lightspeed Research (www.lightspeedresearch.com), has found on average a quarter of consumers would be more likely to respond to advertising in any media if it allowed them to do so using their mobile device.
The findings of the study should be a wake-up call to advertising and media agencies. Mobile should be firmly in the mix when looking to develop campaigns. It is still amazing to see so many ambient campaigns that don’t carry a call to action that is compatible with a mobile. Many of those that carry web site addresses fail on the fact that the site is not optimised to mobile – very large pages sizes and full of graphics.
The research asked a 1,000 respondents in each country – Britian, France and Germany – about their awareness of and preferences for mobile response options and how mobile would enhance their engagement with advertising. Consumers of all age groups demonstrated high levels of awareness and response across multiple media delivery methods, including print media, cinema, radio, outdoor and in-store advertising.
Texting a keyword to a mobile short-code was cited as the preferred method to responding to an advert.
Television advertising was most frequently mentioned for its inclusion of mobile response mechanisms across all three markets, and was perceived by consumers to be the media where mobile response was most effective. UK consumers however emerged as being more likely to respond via mobile to adverts seen on a PC or laptop, while those seen in a print magazine or on a PC or laptop were most popular in France. Direct mail came out on top for consumer response via mobile in Germany.
Key findings included:
- On average, 25% of consumers (31% UK, 24% France and 20% Germany) felt that they would be more likely to respond to an advert that provided a mobile response cue.
- In the UK, mobile response advertising seen on a PC or laptop elicited a higher activity rate in the last month (25%) than other media. In France, print advertising or advertising delivered via a PC or laptop was the most popular (34%), while direct mail was ranked the highest in Germany (23%).
- Texting a keyword to a short-code was recognised as the best way to gain a response in all three countries, while going to a mobile site or calling a number were also popular across all markets.
Providing a response mechanism using mobile is the ideal way to increase the impact of any marketing activity. A mobile call to action enables consumers to engage with brands whenever they want, where ever they are – perfectly aligned to the increasingly mobile lives that many consumers now live. To capitalise marketers and agencies need to understand the value of mobile and more importantly how to integrate in a way that will really engage and add value to consumers, this second element far too many fail on.
Posted by Martin Wilson
Martin has spent almost 10 years involved in developing, marketing and commercialising mobile services and has developed an indepth knowledge. Having supported some of the world’s large media owners in developing mobile services his track record of delivery speaks for itself. Martin is a true expert in mobile who really understands how to open the mobile environment in an effective and often complimentary way for the organisations that he works. If we can support you get in touch (firstname.lastname@example.org).
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