Chief Marketing Officer
Council World Wide
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| In fact, mobile may be the best channel to reach the 20% of U.S. households that no longer own a landline telephone. (July 2010) 1Whereas some forms of mobilization may require smartphone interaction, nearly all mobile phones (over 96%, according to CTIA in 2009) are capable of receiving SMS messages. (July 2010) 2For example, SMS-based campaigns achieve over a 90% opt-in rate, compared to 22.1% for email. (July 2010) 3In fact, the average SMS response rate typically ranges between 15% to 30%, compared to 5% for email and 2.61% for direct mail. (July 2010) 4Mobile marketing is one of the most promising emerging platforms, with display ad spend on the channel expected to exceed $1.2 billion by 2015, according to ABI research. (July 2010) 5This may be particularly appealing to AdWords users as an eROI survey shows that nearly one-third (31.6 percent) of marketers believe mobile-optimized experiences are important to their audiences. (July 2010) 6Despite the number of marketers who reported testing mobile, some basic research is not being performed: 63% of marketers told eROI they were not measuring how many of their email subscribers were viewing messages on mobile devices. (July 2010) 7Usage of marketers’ websites via mobile was even more likely to be ignored; just 23% of marketers reported having a mobile-optimized website. (July 2010) 8Multichannel Merchant found in February 2010 that nearly 80% of US multichannel retailers had no m-commerce capabilities, for example. (July 2010) 9A recent study by advertising research and analysis provider Borrell Associates found that mobile marketing reached $2.7 billion (£1.8 billion) last year and is expected to grow 84 per cent annually, hitting $57 billion (£37 billion) by 2014. (July 2010) 10 | Seventy three percent of U.S. retailers are now actively embracing mobile marketing efforts, with another 20 percent closely evaluating the channel, according to a new survey conducted by Forbes Insights in association with Research In Motion. (July 2010) 11While 10 percent of retailers have already widely implemented mobile programs, 24 percent say their efforts are expanding rapidly, and 39 percent indicate they've launched pilot programs--among retailers embracing mobile, 47 say they hope to capture "first-mover advantage" as their customers go mobile, 23 percent are looking to keep up with rivals and 20 percent are taking an incremental approach to the platform. (July 2010) 12Only 7 percent of U.S. retailers say they do not plan to pursue mobile initiatives. (July 2010) 13According to STRATA, nearly a third of advertisers say mobile advertising is the focus of their interactive spend, up 107 percent over the first quarter of 2010. This is a dramatic increase in just a few months. (July 2010) 14U.S. wireless subscribers use their devices on average more than 824 minutes per month, the most of any developed country. (June 2010) 15U.S. consumers also enjoy the lowest effective cost per minute among the developed countries with which we compete. (June 2010) 16That’s a good start. On top of that, a recently released FCC survey shows 92 percent of American consumers are very satisfied or satisfied with their wireless service. (June 2010) 17Cisco forecasts that global use of wireless data will increase by a factor of about 40 between 2009 and 2014. (June 2010) 18According to the FCC, almost 96 percent of Americans may choose from at least three service providers, and about 91 percent have the option of selecting from four or more. (June 2010) 19In accordance with a current report 'The state of the industry: Cellular advertising' by Millennial Media, 60% of non-mobile marketers plan to launch a mobile marketing campaign in 2010. (June 2010) 20 | |||
