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2010 Mobile Marketing and Advertising: Financial Institutions Losing Revenue Opportunities, While Telcos Charge Ahead
Javelin Strategy & Research, March 2010, Pages: 47
Despite coming out of a recessionary year in which advertising and marketing budgets were slashed, mobile marketing remained steady, and in some cases showed gains. Financial institutions, however, lost ground to wireless operators, ISPs and merchants. SMS text remains the means to reach the greatest numbers of consumers, but the rapidly rising percentages of smartphone users and the success of the Apple app store has increased the need for developing a greater mobile web and in application advertising presence. This report covers the mobile marketing and advertising landscape, including consumer likelihood, preferences and adoption of mobile marketing and location based services, consumer methods of response, and segments to target.
Primary Questions:
- What is consumer acceptance of mobile marketing and advertising?
- Which consumer segments should be targeted with mobile marketing?
- What are consumer preferences toward mobile marketing campaigns?
- How do consumers react when they accept mobile marketing messages?
- What is consumer acceptance of location-based marketing and couponing?
- What is the importance of search in marketing campaigns?
- Which segments should be targeted with locationbased marketing campaigns?
- What are current examples of different types of mobile marketing and advertising?
- How should mobile marketing campaigns be implemented within the existing ecosystem of telcos, FIs and consumers?
Methodology
This report is mainly based on consumer data collected online from 3,000 respondents with mobile phones in July 2009. Overall margin of sampling error is ±1.79 percentage points at the 95% confidence level. The survey targeted respondents based on representative proportions of gender, age, income and ethnicity compared to the overall U.S. online population.
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