buzztxt.biz
buzztxt.biz
- The FCC prohibits marketers from sending text message ads to consumers without their consent
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Radio Business Report, rbr.com, July,
2008
The Direct Marketing Association (DMA) released the
results of
its first-ever quantitative research effort in the area of mobile
marketing. The on-line
survey indicated that text messaging is by far
the most often cited mobile marketing method -
accounting for 70% of
consumer mobile marketing responses - compared to a 41% response rate
to
surveys and a 30% response for e-mail offers.
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Direct Marketing Association (DMA), July, 2008
- Teens between 15-17 year old(19%) and young adults between 21-30 years old (19%) are twice as likely to respond to offers on their mobile device as individuals between 18-20 years old (7%).
- Single( never married) respondents we the most likely of all groups to respond to mobile marketing appeals.
- Overall, high-income respondents making more than $60,000 per year were more likely to respond to mobile offers.
- Responders to mobile marketing were typically more tech- savvy.
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Direct Marketing Association (DMA), July, 2008
Categories of mobile offers were dominated by
entertainment/music/video (44%), followed by: Food/beverage (21%) and Mobile/
Telecommunications (21.6%); Beauty/personal care (15%), Automotive/transportation, business
services, consumer electronics, financial services and vacation/travel each accounted for 12%; and
Health care/Pharmaceutical and real estate each accounted for 7% of mobile offers.
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mediapost.com, July 2008
Consumers
make the vast majority of their purchases locally, Thus
presenting an
enormous opportunity for mobile advertising to drive buying trends...As
mobile marketing
becomes a reality, it will initially be large national
advertisers with considerable marketing budgets who
engage the medium,
but the real potential lies in helping local business reach their
customers...the
greatest asset it may provide is the potential to
enable small and medium businesses to target and
engage a much larger pool of local, potential customers.
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mediapost.com, July, 2008
The Mobile Marketing Association (MMA) has released a set of guidelines for mobile marketers.
The code encompasses voluntary guidelines in five categories:
- Notice-- Informing users of the marketer's identity or products and services offered..
- Choice and Consent -- Respecting the right of the user to control which mobile message they receive by obtaining opt-in consent..or opt-out, process.
- Customization and Constraint--Ensuring that collected user information is used to tailor communications to the interests of the recipient and is handle responsibly...
- Security--Implementation of procedures to protect use information from unauthorized use, alteration, disclosure, distribution or access. Enforcement and Accountability--The MMA expects its members to comply with the MMA Privacy Code of Conduct...
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