In my earlier post: 4 Mobile Ad Stats that will make you Think I discussed 4 key statistics that represent the success of SMS as an advertising medium. To support this article, I thought it would be important to mention two more key findings from the Limbo report:
5. In 3 Months the number of recalled advertisements rose from 78 million to 82 million.
Limbo reports that the majority of growth occurred among women and those aged 25-34.
This is a significant statistic as the 25-34 year-old demographic has been notably difficult to reach for marketers. If mobile subscribers are able to recall seeing advertisements, it is also critical that they remember the brand.
6. 41% of those who remembered mobile advertising could recall at least one brand.
In total, this is a 20 percent increase from December 2007. Advertising is only as affective as the consumers ability to recall the brand. Although, women are the growing demographic, men are 10 percent more likely to recall the brand that was advertised. What is more significant is that the 25-34 age-group performed the highest. Marketers have tried to reach this demographic using the social networking world with little success.
One striking note in the report were the types of brands that were recalled the most. Mobile operators and mobile content providers were at the top of the list with a sprinkle of bigger brands (ESPN, AOL, Nike, Coca-Cola, etc.) in the long tail.
This is more a reflection of the volume of marketing traffic that is pushed by mobile content providers. Major brands have yet to embrace mobile as a 24/7 campaign tool, which hinders the exposure to consumers. As brands begin to incorporate mobile into their sponsored content campaigns or their own mobile campaigns, their brand recognition will increase.
- Ainsworth
Over the past week I’ve been moving the 3Cinteractive newsletter service to a new vendor. Building and managing these lists through the new vendor’s software, and going through opt-in process has made me think a lot about traditional media. I don’t find e-mail newsletters to be traditional media, but it is definitely a step back from text messaging. Getting adjusted to the software and managing our content, I realized there are still lessons to be learned from traditional media.
Continue reading ‘What We Learn from Traditional Media’
In an earlier conversation, Mark Smith, 3Cinteractive’s Chief Operating Officer, brought up his thoughts on a UK study by Consumer Analysis that produced some interesting statistics.
- Nearly one in two consumers fail to respond to advertising because they don’t remember key details.
- 44% of mobile users between 18 and 60 fail to respond to advertising campaigns because they simply forgot the brand name.
- Over 50% of respondents said they would like to access further information by sending a text to a shortcode.
- 51% said they would find it useful to use text as a mechanism to get access to information related to an advertisement.
- 74% said they would use their phones to request a brochure.
The majority of advertising we are exposed to has a web url located in it, and for those larger brands that don’t (e.g. Coke) we know how to find them on the internet (e.g. http://www.cocacola.com). There was a period before the web boom where companies were uneducated and unsure about the web and how to utilize it for their business. Today, many companies will create entirely new domains for a short advertising campaign. But, even with the growth of broadband internet, WIFI, and laptop computers, less consumers are carrying their laptops into the living room before their mobile phone.
Many consumers are genuinely compelled to visit a company’s website to find out more information, but any well scripted TV show will keep a viewer glued to their chair and not running to the living room to scan a website. Consumers are asking for an easier way to communicate with brands and find more information. That easier way is their mobile phone.
Consumers are clearly calling and texting from their mobile phones as part of their everyday life, and this includes the living room. I’ve actually known friends that text message back and forth during sporting events and television shows. Brands can, should, and will, if they’re smart, capitalize on this availability by plugging their short code in their advertisements. But, this radical change goes beyond simply giving the consumer another avenue to pull brand information, it allows brands to push information.
If a brand successfully pulls a consumer to its website, it must, through an artfully designed squeeze page, entice the user to subscribe to a newsletter or other VIP service. This has a lot of steps, and neither of the steps have a 1:1 conversion rate. On the other hand, mobile short codes are both a way for a consumer to access information and an opt-in to receive additional alerts. It’s a win-win for the consumer and the brand.
- Ainsworth