Mobile marketing is community oriented.
A new study by J'son & Partners indicates that in 2006 the mobile marketing market will reach $ 15 million. Company analysts call the growth of the industry "explosive."
According to J & P, more than 60% of mobile marketing campaigns held this year were related to short-term events (raffles, lotteries). In them, this type of marketing served as a means to establish interactive interaction with the consumer. But as a media channel, this communication is also used to manage long-term relationships (CRM, community) - the researchers point out clear trends to this.
In addition to interactive promotions, branded mobile content, SMS and WAP are named among the most sought-after services and technologies. According to J & P, the next generation services include communities, product placement in mobile services and applications (games), mobile advertising, WAP and JAVA technologies. There are, in particular, community-based services - as the main driver for the development of the mobile content market. This refers to the community as already created by content providers, and formed around brands.
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According to forecasts, the potential coverage of mobile marketing in Russia in 2006 will be more than 100 million people - these are active cellular subscribers (unique). Leading the market are content providers and advertising agencies specializing in mobile marketing. "The emergence of specialized aggregators (transport companies in this market) and interest in mobile marketing from advertising agencies can drastically change the structure of the market," - noted in J & P.
Speaking about advertisers, the researchers report that innovators in this area are manufacturers of consumer goods, whose advertising activities are limited by legislation - for example, tobacco companies. In general, domestic business pays more and more attention to communication, which contributes to the growth of industry diversification.
In 2007, the source predicts, the market will grow by a third due to new large-scale campaigns, expanding the circle of advertisers, increasing the intensity of using mobile marketing technologies.
According to J & P, more than 60% of mobile marketing campaigns held this year were related to short-term events (raffles, lotteries). In them, this type of marketing served as a means to establish interactive interaction with the consumer. But as a media channel, this communication is also used to manage long-term relationships (CRM, community) - the researchers point out clear trends to this.
In addition to interactive promotions, branded mobile content, SMS and WAP are named among the most sought-after services and technologies. According to J & P, the next generation services include communities, product placement in mobile services and applications (games), mobile advertising, WAP and JAVA technologies. There are, in particular, community-based services - as the main driver for the development of the mobile content market. This refers to the community as already created by content providers, and formed around brands.
')
According to forecasts, the potential coverage of mobile marketing in Russia in 2006 will be more than 100 million people - these are active cellular subscribers (unique). Leading the market are content providers and advertising agencies specializing in mobile marketing. "The emergence of specialized aggregators (transport companies in this market) and interest in mobile marketing from advertising agencies can drastically change the structure of the market," - noted in J & P.
Speaking about advertisers, the researchers report that innovators in this area are manufacturers of consumer goods, whose advertising activities are limited by legislation - for example, tobacco companies. In general, domestic business pays more and more attention to communication, which contributes to the growth of industry diversification.
In 2007, the source predicts, the market will grow by a third due to new large-scale campaigns, expanding the circle of advertisers, increasing the intensity of using mobile marketing technologies.
Source: https://habr.com/ru/post/4684/
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