Mobile marketing continues to thrive in Europe

Friday 18th of January 2008

Mobile marketing techniques are continuing to hold sway on target audiences in western Europe, new research has revealed.

According to a Mobile Marketing Association (MMA) study, 40 per cent of mobile users are interested in receiving marketing and PR content through their mobile devices.

President of the MMA, Laura Marriott, suggested that the findings presented a unique opportunity for companies to embrace mobile marketing.

She said: "Western Europe represents a significant opportunity for mobile marketers. One in three consumers surveyed indicated that their mobile phone is highly important to them and they are very dependent on it."

Ms Marriott added: "With consumers acknowledging their mobile is always on them, brands need to begin integrating mobile into their marketing campaigns as soon as possible. Clearly, mobile is proving its potential value as a marketing tool."

Mobile owners in Italy and Spain were the most interested in mobile marketing, with more than 50 per cent of users interested in the format.