Mobile marketing - it's here to stay (page 2 of 2)

Consumers also exhibit desire to engage in a more personal way with their favored brands. Creating the effect of exclusivity tends to encourage opt-in behaviour by consumers and lessen the impression of spam.

Establishing the 2 way dialogue is critical. "Mobile marketing" has the potential to build better brand experiences than are available in other media. It is also safe to say that the more engaging experience consumers have with a brand the greater the probability that consumers will remain loyal to the brand.

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Consumer research in this region indicates that ME's mobile phone users are turning to higher end features more readily than ever, indicating high acceptance of new mobile technology and potential opportunities for mobile marketing campaigns.

Consider Downloading - TNS Global Technology Insight (GTI) survey reveals that 42% of the UAE consumers are currently downloading songs and 58% are downloading ring tones.

TNS GTI study also reveals that most popular types of downloads are ring tones, wallpaper/pictures, songs and games. Tying a marketing campaign into these areas could provide intrepid marketers with the means of getting consumers to invite a brand into his or her personal space. Such upward trend of mobile phone use in terms of features and applications is unlikely to fade out.

The marketing potential of the mobile phone will do more than simply provide a new medium for messages. Many mobile phone users don't even regard their phone as a medium, but as a communications tool, which yields interesting possibilities. "Media-rich viral marketing will be another opportunity". "Consumer expect to be able to receive and distribute entertaining multi-media content by mobile phone in much the same way as they do email today.

The message for Mobile marketers is loud and clear, don't broadcast your message. Engage your consumers.