subject: Mobile Marketing To Become The Most Effective Platform for Younger Consumers [print this page] Mobile Marketing To Become The Most Effective Platform for Younger Consumers
The view that most advertisers hold is that the primary platform for brands tom interact with younger customers is mobile marketing. The Internet Advertising Bureau (IAB) conducted a study and 55% of marketers who were asked said they marketing via mobile phones will become the number one way to communicate with people who are between twelve and twenty-four years old. Over the next five years, mobile marketing is bound to become the fastest growing strategy according to 73% of the marketers who took part in the survey. Full time mobile specialist staff will also be employed by most marketing companies according to most of the marketers. It is thought that mobile advertising will become less of a choice for future marketers and more a necessity if they wish to reach today's modern, young consumers.
Traditional coupon strategies have been proven to be less successful than mobile marketing that involved sending out promotional vouchers which was proven to be up to six times more effective. A survey that was carried out in the UK says that mobile coupons have thus far been used by more than three million consumers. Text messages seem to be the best way to offer coupons as most people have their mobile devices with them at all times. The promotional code or the text message only needs to be showed at a cash register to pay for a service or product by consumers.
Mobile providers were the first companies to target younger generations by advertising mobile phone wallpaper downloads and ring tones and accomplished this mobile marketing strategy successfully. Today, more and more larger firms are beginning to realize the great many benefits that this type of wireless marketing offers. Soft drink giant Pepsi now considers its mobile marketing strategy plan an integral part of its overall promotional efforts. Rewarding clients on a real-time basis has become possible through mobile marketing for Pepsi. Pepsi was among several big name brands who partook in the annual Mobile Marketing Forum held in Berlin, Germany on September 9th. The participants in the conference were also addressed by companies like Lufthansa, Coca-Cola, Nike, and Sony Ericsson. The fact that some of the world's biggest and most recognized brands took part in this meeting clearly shows that mobile marketing is certain to become a growing power.
This generation expects immediate gratification and the young consumers of today are used to acting rapidly. Teens and young adults carry their cell phones with them 24/7 and are more than happy to receive text messages. This age group is also very likely to respond to offers sent to their hand held devices. Around the world, mobile marketing campaigns are being aimed at these consumers and marketers are scrambling to set them up and run them.
