Published: July 21, 2010
Marketers Should Wake Up to the Potential of Mobile, says ABI Research
NEW YORK - (BUSINESS WIRE) - It's not a tsunami. But the first waves of what could become a
marketing "perfect storm" are already lapping at the feet of marketing
departments in many parts of the world, and according to ABI Research
practice director for mobile marketing strategies Neil Strother, it's
time for marketing professionals to take note.
"The trend starts with smartphones, which have reached critical mass
among US mobile subscribers," he says. "These powerful devices, coupled
with affordable data plans, enable people to search, browse, and watch
video in ways and in volumes that have become more and more attractive
to marketers."
A February, 2010 ABI Research consumer survey revealed that only about
15% of the mobile phone subscribers who accessed the Internet at least
occasionally had never used their phone's search engine, used a mobile
yellow pages, or clicked on a mobile web advertisement.
Marketing messages can reach mobile users in a variety of ways: text
messaging, search advertising, ads within applications, and video
(streaming and on-demand). This range of options means that marketers
can tailor the delivery medium to each particular kind of branding
message or call-to-action.
"Consumers appear consistently receptive to location-based promotions,"
adds Strother, "as long as they are not used in an invasive or abusive
manner."
ABI Research has released a new White Paper, "Mobile
Marketing Strategies - Positive Trend" (http://www.abiresearch.com/news/whitepaperDL.jsp?id=48)
on the growing mobile marketing opportunity. It can be downloaded at no
charge by anyone registered on the ABI Research website
(www.abiresearch.com).
For more information about ABI Research's offerings in this area, please
visit the Mobile
Marketing Strategies Service (http://www.abiresearch.com/mobile_marketing.jsp),
which also includes Research Reports, Market Data, ABI Insights, and
Consumer Surveys.
ABI Research provides in-depth analysis and quantitative forecasting of
trends in global connectivity and other emerging technologies. From
offices in North America, Europe and Asia, ABI Research's worldwide team
of experts advises thousands of decision makers through 28 research and
advisory services. Est. 1990. For more information visit www.abiresearch.com,
or call +1.516.624.2500.
ABI Research
Christine Gallen, +1-516-624-2542
pr@abiresearch.com
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