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    mFabrik Blog is about mobile and web software development, open source and Linux. We tell exciting tales where business, technology, web and mobile convergence.

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Do you really think 160 chars tells the story?

Posted on November 23, 2009  by kipi
Filed Under Business

Still receiving from time to time some marketing SMS messages from different “clubs” I have opted in. Been too lazy to opt-out but those messages also works as kind of reminder about the status and state of mobile marketing. Just few weeks ago got a marketing message from one of those clubs (just rough translation and all identifying info removed/changed):

Now all Red Ball Products are on sale! 20% off on all normal priced items, only this Saturday!

Eh, I have no clue what those Red Ball Products are… nor willing to visit the store just to see if those happens to be something interesting stuff I want to buy. So, how about if the message would been something like this:

Now all Red Ball Products are on sale! 20% off on all normal priced items, only this Saturday! More info about Red Ball Product’s: http://domain/rbpad

And just by clicking the link in received SMS message I could have easily learned about what the heck are Red Ball Products and other info, perhaps other offers too.

In November 17 Internet Advertising Bureau (IAB) released a research results done in UK amongst the senior (ad, digital marketing etc.) agency representatives. Whoa, 95% of digital (marketing) budgets include mobile, too!!! Gee, that’s great number… do we see even more great text messages?

Same research revealed that most of the mobile (marketing) campaigns have not been planned by mobile specialists (in 2008 only 32% of agencies had mobile specialists, in 2009 52%). So, no wonder that plain text message is still the thing, media and channel when agencies plan their mobile marketing activities…

But things are moving to right direction, even slowly. Even here in Finland we have seen with some companies and agencies that they do want to do more, use that personal channel of mobile phones much more effective ways. And those agencies will be front runners when mobile internet will became more mainstream media, also for marketing and interaction, not just for consuming content, like reading the news.

 

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