Thursday, December 15, 2005

Jupiter: Mobile Marketing - Experimental Still, but Evolving Quickly

Julie Ask at JupiterResearch blogs about her experience at at iHollywood's Mobile Impact Forum. Ask observed that a lot of mobile marketing campaigns "seemed to be centered around "physical" goods rather than digital ones - or more specifically digital ones that can be consumed on a cell phone." Other common factors/key success factors mentioned included:

  • Most campaigns targeted niche markets of mobile users with high adoption rates of mobile data
  • Every campaign was opt-in and user-initiated
  • Growing number of campaigns were cross-media in that they were advertised in magazines, on bill boards, on TV, etc. In Britain, there seems to be a very high level of cross-promotion from TV to cell phones that we are only beginning to see here in the US with early entrants such as MTV.