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Mobile Marketing In The U.S. Isn't Just for Teen Marketers
mediapost guest columnist Courtney Acuff, manager, mobile marketing, SMG IP, the digital and interactive unit of Starcom MediaVest Group is responsible for evaluating mobile marketing opportunities and coordinating research for a variety of clients including Kellogg, Nasacort, and Allstate. She offers her expertise in mobile messaging to clients, along with key marketplace trends and opportunities, and has explored mobile adoption and message receptivity among the youth and young adult segments. Acuff has also compiled a defined set of best practices for advertisers in the mobile messaging space. Random Stats -- 91 percent of 21-27 year olds who are actively using text messaging (send or receive text messages) do so on a weekly basis. -- Over half of the larger 21-27 active wireless segment indicated they were receptive to texting as a form of communication from sponsors. -- 56 percent "strongly agree" or "agree" that signing up for sponsored text message alerts/reminders provides them with information they might not otherwise have easy access to. -- 83 percent "strongly agree" or "agree" that mobile Internet content keeps them up-to-date while away from a computer. -- 82 percent "strongly agree" or "agree" that mobile Internet content helps them feel connected to current events. -- Sports, headline news and movie listings/showtimes, in that order, are the top three content choices accessed by adults 21-27. |
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