Researching the Mobile Marketing Opportunity

Mobile marketing is a case in point: A forthcoming Mobile Marketing Association (MMA) survey of U.S. advertisers and agencies shows strong confidence in mobile marketing’s reach and effectiveness — so much so that they plan to increase their spending 124 percent, to more than $5.4 billion by the end of 2011. This projected increase reflects advertiser and agency plans to shift their budgets out of media such as print and outdoor advertising and into the mobile channel.

There are two sure signs when an industry has evolved from a new niche to a mainstream power. First, companies shift big portions of their budget into the market and, second, there’s a growing body of independent research that sizes the impact of that spending and provides insights into emerging opportunities.

Mobile marketing is a case in point: A forthcoming Mobile Marketing Association (MMA) survey of U.S. advertisers and agencies shows strong confidence in mobile marketing’s reach and effectiveness — so much so that they plan to increase their spending 124 percent to more than $5.4 billion by the end of 2011. This projected increase reflects advertiser and agency plans to shift their budgets out of media such as print and outdoor advertising and into the mobile channel.

It’s easier for brands and agencies to justify those dramatic increases and strategy shifts when they have access to independent, primary analytics showing consumer interest in and adoption of mobile services. Take location-based advertising, for example. An April 2010 survey conducted by the MMA and one of its official research partners, Luth Research, found that nearly one in four U.S. adult consumers uses mobile location services, with usage highest among Apple iPhone owners.

One of that survey’s key takeaways: nearly half of those who noticed any ads while using location-based services took at least some action, indicating that consumers respond well to ads via location-based services. That’s the kind of actionable intelligence that brands and agencies need to make the most of the mobile channel.

Partnerships are key
To meet the industry’s need for qualitative and quantitative analytics, the MMA has established a Research Partner Program involving
several leading research firms around the world:

  • Luth Research and its online panel, SurveySavvy, supports MMA’s Mobile Consumer Briefing series in the U.S., a survey of more than 1,000 U.S. adult mobile consumers that reveals current trends. For example, the July 2010 MMA Mobile Consumer Briefing found that a third of mobile consumers would be more likely to respond to an ad in any media if it offered them the option of a mobile response.

  • Lightspeed Research is the official partner of MMA’s Mobile Consumer Briefing series in three critical European markets: France, Germany and the U.K. The MMA’s April 2010 report showed that text messaging is now among the most popular means for making charitable donations in these major Western European countries.

  • Kinesis Survey Technologies, which is a key contributor to the MMA Global Research Panel, the industry’s first research capability that provides brands and agencies with deep, actionable insights into marketers’ integrated mobile campaigns, objectives and outcomes.

  • Synovate, whose surveys are the basis for the MMA’s annual “Mobile Attitude & Usage Study” series, will be releasing its 2010 study of the U.S. mobile market in November of this year.

  • Advertising Database, a key contributor to the MMA’s “View from Madison Avenue 2010: How American brands and agencies are using and spending on mobile,” a survey that will be released this August.

  • The Association of National Advertisers (ANA), whose membership includes 400 companies with 9,000 brands that collectively spend over $250 billion in marketing communications and advertising. The MMA and ANA currently are conducting a joint study into how brands are using the mobile channel for advertising and marketing, and the effectiveness of those strategies.

“Research firms around the world increasingly approach the MMA to offer their services to our members,” says Peter A. Johnson, the MMA’s vice president of market intelligence and strategy. “That’s a testimony both to the excitement and energy around the mobile channel and the perception of the MMA as the global source for actionable insights into this market.”

MMA research highlights are publicly available in MMA press releases and at our events, such as the Mobile Marketing Forum series. However, each study’s full, deep-dive results are available only to MMA members and at no additional cost, regardless of membership level.

Interested? Visit http://mmaglobal.com/research for more details.

Michael Becker’s Inside Mobile Marketing: Playing Off the Success of Mobile Marketing

One sure sign of success is the company you keep. With household names such as Best Buy, Disney, Google, Kodak, Microsoft and MTV among the speakers at next week’s Mobile Marketing Forum, it’s clear that mobile marketing is a roaring success.

One sure sign of success is the company you keep. With household names such as Best Buy, Disney, Google, Kodak, Microsoft and MTV among the speakers at next week’s Mobile Marketing Forum, it’s clear that mobile marketing is a roaring success.

But success requires innovation and insights. Does adding a location-based component to a mobile ad increase its effectiveness, for example?

Absolutely. Nearly half of consumers who notice ads while using mobile, location-based services take at least some action. That’s roughly 12 percent more than those who notice ads while sending and receiving text messages, and almost twice the rate of those who notice ads while browsing websites.

Those figures come from a recent survey conducted by the Mobile Marketing Association (MMA) and Luth Research, and they’re just one example of the types of actionable insights available at next week’s Mobile Marketing Forum.

Held June 7 through June 9 at the Waldorf Astoria Hotel in New York City, the Mobile Marketing Forum is a convenient, concise opportunity for agencies, brands, operators and technology companies to hear from some of mobile marketing’s leaders, including Microsoft Advertising, Alcatel-Lucent, Millennial Media and The Weather Channel.

Executives consider the Mobile Marketing Forum a must-attend event. In fact, 68 percent of attendees at the 2009 forum held positions of vice president or above. As one attendee put it, “The MMA Forum delivers on crucial industry needs in an open, engaging and interactive environment that truly fosters a real sense of community within the mobile marketing industry.”

Here are just a few examples of what’s on the agenda this year:

  • Keynotes from CNN’s Soledad O’Brien, Microsoft Advertising, Best Buy, Electronic Arts, ESPN Mobile, Google, Kodak and the United Nations Foundation.
  • Presentations on the role of ad networks, mobile-enabled loyalty programs, going beyond banner ads, measuring campaign success, couponing, applications, hyperlocal marketing and premium content.
  • Success stories that provide models to follow.
  • An agency panel offering tips on using mobile to build brand recognition.
  • Battle of the regions: The MMA’s regional managing directors face off, presenting case studies from Asia Pacific, Middle East and Africa, Latin America, and North America, to prove which region is leading the way in mobile marketing.

There’s also a pre-event workshop, held June 7, that features a crash course on mobile marketing, including an overview of the types of companies that help facilitate campaigns and strategies for building awareness and participation. Also on June 7, qualified agencies, brands and retailers can participate in a newly added preconference Agency, Brand & Retailer Roundtable, which is followed by a cocktail reception. (To find out if you qualify, simply email your complete contact information to forum@mmaglobal.com.)

Another first for the MMA Forum, the “Adopt-a-Brand” program offers a convenient, cost-effective way to introduce more companies to mobile marketing opportunities. “Adopt-a-Brand” lets MMA members subsidize the cost of a pass for agencies, brands and retailers that want to attend the forum.

Finally, this year’s Mobile Marketing Forum marks the debut of the Mobile Experience Lab, an interactive opportunity to hear from the industry’s thought leaders, experience mobile campaigns firsthand and interact with brands using mobile as part of their integrated marketing strategy. Each mobile campaign features a booth that provides attendees with an interactive, hands-on opportunity to experience the campaign from an end user’s perspective.

For the latest updates on this year’s forum, follow @MobileMktgForum on Twitter and visit www.mobilemarketingforum.com.