Incentive-based Messaging Delivers Results for Mobile Phone Marketing


	Incentive-based Messaging Delivers Results for Mobile Phone Marketing

fuordigital

9-12-2008 10:40 AM

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<div style="margin: 12px 0px; font-family: arial; color: #333333; background: #ffffff; border: solid 4px #e5e5e5; width: 100%; clear: left;"><div class="CM_CTB_Content_Wrap" style="margin: 0px; padding: 0px;background-color: #ffffff;"><div style="border-bottom: solid 1px #dcdcdc; white-space: nowrap; margin-bottom: 8px; background-color: #eeeeee ;background-image: url(http://clipmarks.com/images/source-bg.gif); background-repeat: repeat-x; height: 24px; line-height: 24px; vertical-align: middle; padding-bottom: 4px; color: #666666; font-size: 10px;" ><a href="http://clipmarks.com/clip-to-blog/" title="see clips that are hot right now"><img src="http://content.clipmarks.com/blog_embed/8ab9f45e-3c59-49b0-a452-9af0c1730204/ABEEB516-A2C3-4E50-B398-2BC7B8186B7F/" alt="" width="19" height="19" border="0" style="vertical-align: middle; margin: 0px 4px; display: inline; border: none; float:none;" /></a>clipped from <a title="http://www.emarketer.com/Article.aspx?id=1006522" href="http://www.emarketer.com/Article.aspx?id=1006522" style="font-size: 11px;">www.emarketer.com</a></div><blockquote style="text-align: left; padding: 0px 8px; margin: 4px 0px 8px 0px; background: transparent; border: none;" cite="http://www.emarketer.com/Article.aspx?id=1006522"><H1><SPAN class="big_red_text_multiline" id="lblTitle">Putting Coupons in Mobile Users' Hands</SPAN></H1></blockquote><div style="height: 2px; font-size: 2px; background: #dcdcdc; border-bottom: solid 1px #f5f5f5; margin: 2px 4px;"></div><blockquote style="text-align: left; padding: 0px 8px; margin: 4px 0px 8px 0px; background: transparent; border: none;" cite="http://www.emarketer.com/Article.aspx?id=1006522"><P>More than one-third (37%) of US consumers surveyed who received text-message-based advertising were more likely to respond to an incentive such as a retail coupon or free song or ringtone, according to a September 2008 study by <A target="blank" href="http://www.abiresearch.com/">ABI Research</A>. Only 11% of respondents said such incentives would not influence them.
</P></blockquote><div style="height: 2px; font-size: 2px; background: #dcdcdc; border-bottom: solid 1px #f5f5f5; margin: 2px 4px;"></div><blockquote style="text-align: left; padding: 0px 8px; margin: 4px 0px 8px 0px; background: transparent; border: none;" cite="http://www.emarketer.com/Article.aspx?id=1006522"><P>More than six out of 10 of those who were either neutral or open to potential text message
marketing said they would be most likely to respond to discount coupons for local retailers. The next-most-popular incentives were free ringtones and songs.
</P></blockquote><div style="height: 2px; font-size: 2px; background: #dcdcdc; border-bottom: solid 1px #f5f5f5; margin: 2px 4px;"></div><blockquote style="text-align: left; padding: 0px 8px; margin: 4px 0px 8px 0px; background: transparent; border: none;" cite="http://www.emarketer.com/Article.aspx?id=1006522"><P>A survey conducted by the <A target="blank" href="http://www.the-dma.org/">Direct Marketing Association</A> in March and April 2008 asked similar questions, but separated text messages and coupons. In that study, text messages had delivered the highest response rate out of five offer types, while coupons (not specifically local) were lowest.
</P></blockquote><div style="height: 2px; font-size: 2px; background: #dcdcdc; border-bottom: solid 1px #f5f5f5; margin: 2px 4px;"></div><blockquote style="text-align: left; padding: 0px 8px; margin: 4px 0px 8px 0px; background: transparent; border: none;" cite="http://www.emarketer.com/Article.aspx?id=1006522"><div align="center"><img src="http://content6.clipmarks.com/blog_cache/www.emarketer.com/img/F0F97951-7B5F-42B7-8DA3-A1303430B9AE" alt="US Mobile Phone Users Who Have Responded to Mobile Phone Offers, by Offer Type, March-April 2008 (% of respondents)" /></div></blockquote><div style="height: 2px; font-size: 2px; background: #dcdcdc; border-bottom: solid 1px #f5f5f5; margin: 2px 4px;"></div><blockquote style="text-align: left; padding: 0px 8px; margin: 4px 0px 8px 0px; background: transparent; border: none;" cite="http://www.emarketer.com/Article.aspx?id=1006522"><A target="blank" href="http://www.harrisinteractive.com/">Harris Interactive</A> has also asked consumers what type of mobile ads they would like to receive</blockquote><div style="height: 2px; font-size: 2px; background: #dcdcdc; border-bottom: solid 1px #f5f5f5; margin: 2px 4px;"></div><blockquote style="text-align: left; padding: 0px 8px; margin: 4px 0px 8px 0px; background: transparent; border: none;" cite="http://www.emarketer.com/Article.aspx?id=1006522"><div align="center"><img src="http://content7.clipmarks.com/blog_cache/www.emarketer.com/img/8FFC79C8-5E89-4C06-AFA0-0C570E6F5CBD" alt="Types of Mobile Phone Advertising that US Teen vs. Adult Internet Users* Would Like to Receive, February 2008 (% of respondents in each group)" /></div></blockquote></div><div style="margin: 0px 6px 6px 4px;"><table style="font-size: 11px;border-spacing: 0px;padding: 0px;" cellpadding="0" cellspacing="0" width="100%"><tr><td style="background:transparent;border-width:0px;padding:0px;">&nbsp;</td><td align="right" style="background:transparent;border-width:0px;padding:0px;width:107px" width="107"><a href="http://clipmarks.com/share/ABEEB516-A2C3-4E50-B398-2BC7B8186B7F/blog/" title="blog or email this clip"><img src="http://content8.clipmarks.com/images/c2b-foot.png" border="0" alt="blog it" width="107" height="17" style="border-width:0px;padding:0px;margin:0px;" /></a></td></tr></table></div></div>

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