Mobile Marketing

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Research & Marketing
Marketing Research
Primer Report

Research Team
Katharine Nester
+44 (0) 207 808 7838
knester@firstpartner.net

Marketing: Mobile Channel

September 2003

Mobile Marketing
A Primer Report
…At last an effective marketing

Kurt Lyall
+44 (0) 207 808 7838
klyall@firstpartner.net

Putting your message in their pocket

Executive Summary
Mobile marketing is more than a trendy new media channel; it is a powerful communication tool with considerable audience reach and awareness. Over 85% of the population in the UK use a mobile phone and 80% across Western Europe. With such high penetration, mobile marketing campaigns can reach all audience demographics (over 70% penetration in all the age ranges up to 64 years of age).

The audience response rates from mobile campaigns and the brand awareness they generate also stand out compared to other media and channels. Mobile campaigns have an average response rate of 12% - some four times greater than direct marketing (average of 2-3%). The average spontaneous brand recall generated at 12% is nearly twice the average rate of spontaneous recall of radio (6%) and television (7%) campaigns.

It was only a few years ago that the mobile channel was used experimentally for the first time as a marketing tool. At that time the complexities of the technology, the specialist knowledge required and the contractual difficulties of working with the mobile networks made delivering mobile marketing campaigns an option only for the determined.

Today these hurdles have been largely removed. The suppliers supporting mobile marketing have developed significantly; enabling brand managers and agencies to deploy mobile marketing campaigns for a fraction of the cost and resources required in the past. In this paper FirstPartner explores mobile marketing, the opportunities it offers, the steps involved in delivering a campaign and the future for this media. This paper is intended as a primer for those who may be exploring mobile marketing for the first time.

Copyright 2003 FirstPartner Ltd
www.firstpartner.co.uk

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Channel Primer: Mobile Marketing

Contents
Executive Summary...........................................................................................................................1 Introduction........................................................................................................................................3 The Basics.........................................................................................................................................4 The Value Chain................................................................................................................................7 The Detail ..........................................................................................................................................9 The Market ......................................................................................................................................18 The Campaigns ...............................................................................................................................21 DISCLAIMER ..................................................................................................................................23

FirstPartner
FirstPartner is a leading Research and Specialist Marketing Agency for the Telecommunication, IT and Marketing industries. FirstPartner specialises in understanding new technologies such as mobile data, mobile marketing and interactive TV. Our services are differentiated by applying onthe-ground experience of sales development to create insightful and valued research for marketers. If having read this report you have any questions or would like more information on the commercial and technological aspects of mobile marketing or simply want to discuss further, please feel free to call us using the contact details on the front of this...
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