MAJOR BRANDS PLANNING TO MARKET VIA MOBILE

Major brands are shifting significant marketing resources to marketing via mobile phones, according to an independent survey of 50 brand name companies commissioned by Airwide Solutions…

By 2008, 89% of brands will use text and multimedia messaging to reach their audience, with nearly one-third planning to spend in excess of 10% of marketing budgets on the medium. In five years over half of the brands polled expect to spend between 5% and 25% of total marketing budget on mobile marketing.

Recognising the prevalence of mobile text messaging, 40% of brands have already deployed text messaging campaigns, and 18% have deployed MMS campaigns.

Despite some enthusiasm to adopt mobile marketing,growth is still inhibited by the lack of supporting information to manage and optimise marketing programs.

More than half (55%) of responding brands are unsure how to reach specific target audiences via mobile campaigns, 58% are unsure about how to implement and measure an SMS campaign, and 61% unsure how to implement and measure a MMS campaign.

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