November 15, 2006 at 12:05Mobile marketing focuses on the community
A new study by J'son & Partners indicates that in 2006 the mobile marketing market will reach $ 15 million. The company's analysts call the industry growth "explosive."
According to J&P, more than 60% of the mobile marketing campaigns held this year were short-term events (sweepstakes, lotteries). In them, this type of marketing served as a means to establish interactive interaction with the consumer. But as a media channel, this communication is also used to manage long-term relationships (CRM, community) - researchers note clear trends towards this.
In addition to interactive promotions, branded mobile content, SMS and WAP are among the most popular services and technologies. According to J&P, the next-generation services include communities, product placement in mobile services and applications (games), mobile advertising, WAP and JAVA technologies. Services based on the community stand out, in particular, as the main driver for the development of the mobile content market. At the same time, this refers to the community as already created by content providers, and formed around brands.
According to forecasts, the potential reach of mobile marketing in Russia in 2006 will be more than 100 million people - these are active (unique) mobile subscribers. The market leaders are content providers and advertising agencies specializing in mobile marketing. “The emergence of specialized aggregators (transport companies in this market) and the interest in mobile marketing by advertising agencies can dramatically change the structure of the market,” the J&P said.
Speaking about advertisers, the researchers report that the innovators in this area are manufacturers of consumer goods, the advertising activity of which is limited by law - for example, tobacco companies. In general, domestic business pays more attention to communication, which contributes to the growth of industry diversification.
In 2007, the source predicts, the market will grow by a third due to new large-scale campaigns, expanding the circle of advertisers, and increasing the intensity of use of mobile marketing technologies.
According to J&P, more than 60% of the mobile marketing campaigns held this year were short-term events (sweepstakes, lotteries). In them, this type of marketing served as a means to establish interactive interaction with the consumer. But as a media channel, this communication is also used to manage long-term relationships (CRM, community) - researchers note clear trends towards this.
In addition to interactive promotions, branded mobile content, SMS and WAP are among the most popular services and technologies. According to J&P, the next-generation services include communities, product placement in mobile services and applications (games), mobile advertising, WAP and JAVA technologies. Services based on the community stand out, in particular, as the main driver for the development of the mobile content market. At the same time, this refers to the community as already created by content providers, and formed around brands.
According to forecasts, the potential reach of mobile marketing in Russia in 2006 will be more than 100 million people - these are active (unique) mobile subscribers. The market leaders are content providers and advertising agencies specializing in mobile marketing. “The emergence of specialized aggregators (transport companies in this market) and the interest in mobile marketing by advertising agencies can dramatically change the structure of the market,” the J&P said.
Speaking about advertisers, the researchers report that the innovators in this area are manufacturers of consumer goods, the advertising activity of which is limited by law - for example, tobacco companies. In general, domestic business pays more attention to communication, which contributes to the growth of industry diversification.
In 2007, the source predicts, the market will grow by a third due to new large-scale campaigns, expanding the circle of advertisers, and increasing the intensity of use of mobile marketing technologies.