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Perhaps not surprisingly, a recent Forrester Research report indicates that more than three-quarters of Americans are annoyed just thinking about mobile marketing.
Only 3 percent say they trust text ads on a mobile phone, reports AdAge (via MarketingVox).
Ultimately, Forrester advises, marketers should consider the medium and the message: Keep the message abbreviated and be sure to measure the response, even using mobile responses to gauge the effectiveness of broadcast media; and target campaigns to the people most likely to respond - Gen X and Y are the targets most likely reached through mobile marketing.
The report outlines three ways the medium is used: text messaging, such as coupons; banner advertising on mobile browsers; and ad-supported applications and content.
Mobile marketing spending increased from $45 million in 2005 to an estimated $150 million in 2006, and it’s expected to grow to nearly $1.3 billion by 2009, according to research firm Ovum.
The Spanish Radio Association says Arbitron still has not addressed its concerns and research questions regarding the PPM and how “Hispanics are recruited and represented, and how the PPM panel is maintained.”
The SRA has been working with Arbitron in…
The Chicago Tribune’s new design will launch on Sept. 29, Tribune Co. chief operating officer Randy Michaels says. No details on the redesign have been released; the paper has already been decreasing its editorial pages to create a more even split…
Teens are not the best demo to target with cell phone advertising, according to a new study from comScore. Though they are cell phone-savvy, most of them - 70 percent - have their phones paid for by parents, which means…
CNN won its second night of coverage of the Democratic National Convention Tuesday. The network averaged 3.41 million viewers in the 8 p.m. to 11 p.m. time slot, despite the fact that Fox drew nearly even for the night.
Fox…
Generation Y is the most self-indulgent, Generation X is the most innovative, and Boomers are the most productive, while the “Silent Generation” and the “Greatest Generation” are the most admired, according to a recent survey by Harris Interactive, writes MarketingCharts.
Conducted for…
To encourage shoppers to buy more back-to-school items, retailers often implement “loss leader” strategies: that is, selling items at a loss or even giving them away in hopes that the reductions will attract shoppers who will then buy other, more…
