Marketing Pilgrim's "Local" Channel

Sponsor Marketing Pilgrim's Local Channel today! Get in front of some of the most influential readers in the Internet and social media marketing industry. Contact us today!

Real Mobile News



When I mentioned eMarketer earlier, I said their story on social and mobile converging was just about social. So I went back to yesterday’s eMarketer to get a real story on mobile marketing.

Yesterday’s story was about a new report on mobile marketing best practices by Forrester Research. In addition to best practices, the study looks at mobile advertising penetration. Unsurprisingly, it’s low: “only 13% of interactive marketers used text messaging to reach consumers in December 2006″ and only 11% advertised on wireless application protocol websites.

So, basically, it’s the same old, same old for mobile marketing: after being hyped beyond belief for months—years—no follow up.

There was one inspiring success story in eMarketer’s story:

Response rates for marketers who do connect are compelling. A Dunkin’ Donuts-sponsored mobile campaign in downtown Boston used SMS mobile coupons for new latte drinks. Consumers got coupons through a geographically targeted WAP campaign on various Boston mobile Web sites. The campaign generated a 4% click-through rate that converted into a 21% increase in store traffic from customers redeeming their coupons. . . .

“Done well, if it’s relevant and targeted, mobile advertising can help drive down costs to the consumer while helping grow revenues for the mobile operator[," said Wayne Irwin of Logica.]

Don’t have the $379 to shell out for Forrester’s report? Charles Knight, who’s getting to be a regular contributor over at Read/WriteWeb, expanded his mobile search toolkit today to 85 ‘pieces’ (up from 55). Go get crackin’!