MAM

Mobile marketing to make a mark this year

MUMBAI: The year 2005 is projected to be a breakout year for mobile marketing, with spending spiking from virtually nothing to millions in pilot investments.

However, there will be a short period of disenchantment with wireless among the global marketing community in 2007.

 

 

Market research firm Research and Markets has come up with the report Mobile Marketing and M-Commerce: Global Spending And Trends.

The reasons for the disenchantment will be similar to the disappointment that accompanied the dotcom boom in the late 1990s. While many advertisers and companies threw money at the Internet only some succeeded in getting healthy returns.

 

 

This year spending on mobile is expected to spike from virtually nothing to millions in pilot investments. Though that sounds suspiciously like the online advertising hype of the 1990s Research and Markets notes that the Internet is now key to the marketing and sales strategies for most global companies.

 

 

The company is confident about the fact that wireless represents the next frontier. The report is aimed at helping industry people understand what is just beyond the horizon by constructing three potential scenarios that plot spending growth for wireless advertising and marketing over the next five years.

At this point in time, in percentage terms, wireless advertising is at roughly the same level relative to interactive advertising that online advertising was in relation to traditional ad spending in the mid-to-late 1990s.

Although spending on mobile will continue to climb, growth rates will dip briefly in 2007 before resuming upward momentum as the medium grows to maturity toward the end of the decade.

Mobile surpasses Internet reach in the US

Meanwhile Enpocket, a global mobile media company, has unveiled the latest findings from its flagship survey, the Mobile Media Monitor.

This quarterly study helps marketers keep up with the ever-changing patterns of consumer mobile phone usage.

US mobile phone adoption has grown by 25 per cent in the last nine months. Sixty five per cent of the population is now ‘mobile’. For the first time this is higher than the number of home Internet users (63 per cent).

Although voice communication is the main reason for using the phone, data and multimedia services are capturing the imagination and becoming a key usage driver. For example, almost 40 per cent of mobile owners are now regularly sending and receiving text messages.

But it is with picture messaging / MMS, text messaging’s younger and better-looking brother, where the most interesting movement has occurred over the last quarter. Twenty-two per cent of respondents took a photo with their camera phone and 12 per cent sent/ received MMS in the same period.

This represents an increase of 57 per cent for camera phone use in just 3 months, and 33 per cent increase in MMS use in the same period. This strongly suggests that the 2004-2005 holiday season saw significant purchase and gifting of camera phones.

Amid this market movement, a youth-led trend is emerging. 18-34 year olds are embracing non-voice services more than the whole base – effectively becoming mobile super users.

Thirty-four per cent used their camera phone and 21 per cent sent/ received an MMS. This segment also shows the greatest desire for enhanced cell phone services and are most likely to personalise their handsets with ringtone downloads.

While the US market is still playing catch-up with Europe in terms of penetration, it is as ‘market ready’ for next generation enhanced services and applications.

Video calling, music downloads, sports highlights, watching movie trailers and, especially picture sharing applications all have broad appeal, and have a natural home on the handset.

Meanwhile, another report notes that there are countless ways for an advertisers to segment a customer group on the mobile platform. For instance, a chemical company might notify its farming customers when to spray their crops according to the climate and weather of particular geographical pockets, and afterward, remind them to order more product.

A pharmacy can send SMS messages to senior citizens when they need to refill their prescriptions. CNet in the US already notifies consumers when the electronic items they want drop in price.

Latest Reads

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/02/24/piddlite-Screen-Shot.jpg?itok=3PJhDvhT
Dr.Fixit shows how to prevent a leaky house

Most people believe that waterproofing their roof is enough for a leak free home. Dr.Fixit, from the house of Pidilite, has launched a new TVC campaign featuring legendary actor Amitabh Bachchan. The TVC aims to create awareness among home owners about the need for five-point waterproofing.

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/02/24/Mindshare.jpg?itok=Ax718bFQ
MAM round up of the week

MUMBAI: The world of media and advertising never seems to have a dull day with another action-packed week coming to an end. Amid the yo-yoing fortunes of the industry, the newsmakers held their sway. Indian Television Dot Com brings to you a round up of the most important news events over the past...

MAM Marketing MAM
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/02/23/mindshare_0.jpg?itok=Q3itWdjr
Mindshare South Asia announces agency restructuring, key appointments

Media agency Mindshare has announced an organisation restructure that mirrors the agency’s ambition to become collaborative in client success and navigate its marketing agenda with intelligence and agility.

MAM Media and Advertising Media Agencies
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/02/23/parleg.jpg?itok=F1M9Cgq4
Parle Products eyes China for next phase of growth

MUMBAI: The girl with the glucose biscuit is probably the most iconic image after the Amul butter girl in India. The Parle-G girl is a part of the Parle Products family that has been in existence since 1929, founded by the Chauhan family in Vile Parle, Mumbai. Until a few years ago, as you crossed...

MAM Marketing MAM
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/02/22/timthumb-9.jpg?itok=d_k5pwSq
ABBY Awards 2018 announces jury chairs

MUMBAI:  After announcing the master jury for the creative category, the eminent ABBY Awards that recognises and rewards excellence across advertising, marketing and media has now announced the illustrious jury chairs for the media, broadcaster, publisher, branded content & entertainment,...

MAM Marketing MAM
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/02/22/wat-consult.jpg?itok=n0UvViaJ
WATConsult & TOTAL join hands to launch Ride for Legends

Keeping true to TOTAL Hi-Perf Motorcycle Engine Oil’s brand promise of making your ride enjoyable, TOTAL with WATConsult, the digital and social media agency from Dentsu Aegis Network India, has taken a step forward to launch an initiative to salute unsung legends of the country.

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/02/22/Bajaj-Finserv.jpg?itok=9OIIR6-7
Bajaj Finserv new ad drives awareness around insurance

MUMBAI: Bajaj Finserv has launched a TVC campaign to drive awareness around width of products offered through its lending, life insurance and general insurance arm. The third phase of ‘Think It. Done’ campaign highlights the set of possibilities in every individual’s life thereby giving a solution...

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/02/22/Fossil.jpg?itok=Ao2FPVF8
Fossil assigns media mandate to Carat

Fossil Group, a global design, marketing and distribution company that specialises in consumer lifestyle and fashion accessories, has roped in Carat as its media agency.

MAM Media and Advertising Account
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/02/22/hero_0.jpg?itok=0JrQdfeF
Google Pay launched in US, UK; Tez gets new features

MUMBAI: Google is attempting to become a hit in the vast payment space as well. After launching Google Tez in India a while ago, it has come up with a system to rival the world – Google Pay. It comes elements of Android Pay (a Google product) and Google Wallet. The Android app is free to download...

MAM Marketing MAM

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories