Mobile Marketers Look To Connect With Wireless Users

Investor's Business Daily writes on how advertisers and marketers are using the mobile medium for their campaigns. The article notes that "traditional advertising media such as broadcast TV and newspapers are facing shrinking audiences," but as the number of American owning cell phones continues to grow, "advertisers and marketers want to reach out and touch someone through handsets."

The arcile cites a Jupiter Research survey of cell phone users that found 12 percent would be "interested in receiving marketed messages, as long as they had the choice of whether to receive ads." This is significantly lower than recent research from In-Stat, which found only 20 percent were interested.

I'm not sure about the logic jump the journalist uses when Jule Ask at JupiterResearch is quoted that direct mail campaigns usually get far less than a 10 percent response rate, and said "a 12 percent response rate is considered a good rate for most advertising campaigns." Maybe I'm reading things wrong but opting-in to receive a message is very different than actually responding to that message.

The article also notes that Frost & Sullivan estimated marketers spent $11 million on mobile marketing in the U.S. last year., which is tiny in comparison to the $141 billion for all other kinds of advertising in the nation last year.