Companies in Europe are leveraging mobile marketing tactics far more aggressively than their US counterparts according to a study sponsored by Airwide Solutions and conducted by Vanson Bourne.
Today, eMarketer posted an overview of the study's findings, which showed while European companies are already using mobile marketing, they plan to bump up their mobile marketing spending in the near future. Only half of responding European companies are currently using mobile marketing as part of their overall marketing plans, but those companies that are investing their budgets into mobile marketing are already seeing returns on their investments.
The study was conducted in January 2006 and again in July 2007. In 2006, 37% of consumer respondents who received moblie marketing messages did not respond to those messages by requesting additional information or a product sample. That percentage dropped significantly to just 17% in 2007. In fact, in 2007, 75% of respondents responded to mobile marketing ads as frequently as 6% of the time or more. Not bad.
What does this tell us as marketers? First, mobile marketing has significant, untapped potential. Second, the playing field is wide open in the US.
What do you think of mobile marketing through text messaging or video messaging? Love it or hate it?
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