Online marketing has begun to revitalize mid-2001 for various reasons. On the one hand, the emergence of new formats for online advertising, on the other, revision are being subjected to the metrics and their interpretation by institutions such as the IAB Internet Advertising Bureau, and various studies have begun to show that online marketing is much more effective than previously thought for branding activities and personalized communication, since the ratios of ‘clickthorugh’ give way to other metrics which correlate with the operation and effectiveness of online advertising known far better than a year ago. But what is truly revolutionizing the picture is the success of wireless advertising, which is based at the moment, mainly in the SMS protocol and mobile phones, but that is just a small sample of what we literally in the palm of the hand, within a year or two.
The SMS response rate is five times higher than that of a ‘mailing’ traditional.
According to a report released few days ago by Forrester Research, online marketing is at the beginning of a journey of maturation will lead eventually to find its own language, and mobile Internet access will be key to this development . The consultant notes that the response rate of mobile marketing at the moment, SMS, and is “up to five times higher than that verified in the direct marketing by mail, with an average of no less than 11% that is, that in 1000 sent SMS promotional messages, the mean answerers is 110 people.
Forrester notes that the average cost per campaign in this type of action is, in Europe, around 24,000 euros (about $ 21,000) and that 21 percent of European enterprises marketeers and promotion campaigns carried out based on messages SMS to complement the actions of long-range e-mail and postal mail.
In addition, another 12 percent have tested SMS for marketing in pilot schemes to assess how your customers react to type this new communication channel. Most of this 12 percent have been satisfied with the results and, in general, more than half of European and marketeers / s (56.6%) advocate to implement direct marketing in their companies via SMS over the next twelve months.
The growth of the average expected budget allocation by companies for wireless marketing actions also reflects the positive reception for enterprises, and is now an average of 7% fee to the marketing departments of European companies plan to assign the SMS-based campaigns for the year 2002. Forrester points out that this 7%, at least 25% is for research into new forms and possibilities of use for commercial or promotional SMS, and the rest for the execution of campaigns.
The consultant is optimistic in its analysis and believes that, at least in Europe, with more than 250 million mobile phones and more than 80 million handsets capable of using SMS messages, there is already a market with sufficient critical mass. On the other hand, users may not be bothered to receive SMS messages because it is something that allows them to see their phone as a device far more versatile than they thought, and encourages them to explore further possibilities of communication.
Wireless Marketing via SMS has also proven to be an ally in multi-channel strategies of companies and has filled the gaps and problems of digital interactive television, allowing analogue terrestrial television to win the starting free again the payment digital TV interactivity with viewers. Programs like “Big Brother” and other contests and popular votes, including promotions, prizes, gifts, discounts and other benefits, drag every day tens of millions of Europeans to communicate via SMS messages from their mobile devices. The enormous popularity of this medium has given rise to a flourishing industry also services to customize the operation of equipment, and large firms are beginning to see in every mobile display advertising space privileged.