The power of advertising in mobile communities

Share this content:

The mobile phone is a valuable new platform to collect detailed demographic information, and mobile communities are the leading application to achieve this. In fact, advertising in mobile communities is, on average, more than ten times as effective as online.

The mobile phone is a valuable extension to the multichannel marketing mix, and mobile communities enable advertisers to deliver more interactive, targeted and media rich campaigns than ever before with integrated features like e-mail, blogging, search, text messaging, video, audio and detailed user profiles.

No other marketing channel enables advertisers to reach out to their customers in a way that is as personal and responsive as the mobile phone. After all, most people have more than one e-mail address but only one mobile phone.

Unlike radio, television, print and online, mobile phones currently enjoy a novelty factor with consumers, providing an opportune vehicle to gather customer information and instant feedback on products and services in real time.

To demonstrate the responsiveness of the mobile platform, we recently conducted a survey in our community and in the first 90 minutes alone more than 30,000 people provided detailed responses to our questions.

Three-quarters of those surveyed would rather chat on their phone than watch television, a valuable insight for advertisers and marketers alike and a testament to the value of adding mobile to your marketing mix.

But what happens when the novelty factor wears off? The value of targeted advertising will be paramount and this is where building mobile communities into your multichannel marketing mix will become ever more important.

Mobile communities leverage the personal nature of the mobile phone, and customers will proactively share their demographic details as they seek like-minded people within the community. This provides detailed targeting information for advertisers and a vehicle to increase the relevance of their advertising.

Loading links....
close

Next Article in Marketing Strategy

Sign up to our newsletters

Company of the Week

We recently were named B2B Magazine's Direct Marketing Agency of the Year, and with good reason: We make real, measureable, positive change happen for our clients. A full-service agency founded in 1974, Bader Rutter expertly helps you get the right message to the right audience at the right time through the right channels. As we engage our clients' audiences along their journey, direct marketing (email, direct mail, phone, SMS) and behavioral marketing (SEM, retargeting, contextual) channels deliver information relevant to the needs of each stage. We are experts at implementing and leveraging marketing technologies such as CRM and marketing automation in order to synchronize sales and marketing communications. Our team of architects and activators plan, execute, measure and adjust in real time to ensure the strategy is working as needed and change things if it's not.

Find out more here »

DMN's Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here