Mobile marketing trend study launched

Monday 05th of November 2007

The DMA Mobile Marketing Council has launched its new Mobile Marketing Insight study - a quarterly research report designed to track mobile marketing trends on a quarterly basis.

The first report tracked mobile trends in the first quarter of this year, taking in SMS, MMS and WAP push messages. It is hoped that the service will give readers "clear measures against which to judge the medium".

It showed that SMS is the most dominant mobile marketing format, with the vast majority of mobile service providers reporting increases in year-on-year terms.

"Marketers are increasingly aware of the ubiquity and importance of mobile," said Nick Fuller, chair of the DMA Mobile Marketing Council, commented.

"However, they're also looking for solid guidance on how it should be used and what results can be expected. We therefore believe that this first Insight study meets a very real need in justifying the use of mobile within budgets.

"This initiative builds on our work in education and development as well as on the DMA's long established e-mail Benchmarking Survey. We're grateful to those participants who made it possible and we look forward to this becoming a regular planning tool over the coming years."