A new report and survey from ABI Research states the subtle fact that “if brands don’t have a mobile strategy at this point, it’s well past time to get one.”
Thanks in large part to the proliferation of smartphones and cheaper data plans, more consumers than ever are available and willing to receive mobile marketing messages. According to recent survey data from ABI’s Mobile Marketing Strategies report, 27% of consumers clicked on a mobile ad — up 6% from December 2008 — while people who use a search engine through their mobile devices also increased to 78% among the 2010 respondents, up from 78% in 2008.
What’s interesting is that even more traditional marketing tactics are seeing a boost from mobile. According to ABI, 28% of 2010 consumers viewed a commercial while watching video, compared with 20% in 2008. “In the coming months, this will change as more marketers grasp the significance of this changing behavior, and move budgets into mobile — especially those chasing a branding lift,” according to the report.
Mobile location-based marketing remains the emerging concept within the mobile ecosystem, however, with 39% of 2010 consumers saying they were interested in receiving location-based offers — roughly the same as in 2008. “Smart marketers who can take advantage of knowing the immediate location of potential customers should quickly embrace this tactic,” according to the report. “But, and we cannot stress this enough, proceed with appropriate caution and do not abuse the privilege. No one wants to become the BP of LB promotions.”