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Velti, Forrester, MMA | Mobile's Potential Lies Beyond an Extension of the Desktop

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A Market Research Study on the Strategic Use of Mobile in Marketing

 

Mobile is the catalyst for seismic changes in how brands will engage with consumers, these will create both new opportunities and challenges for marketers. The majority of mobile marketing spend today has been a reflection of desktop, primarily focused on advertising or anonymous consumers. With the potential intimacy and rich context offered by mobile, however, the true potential lies in the acknowledgement that mobile is a unique channel on to itself and a significant opportunity exists not only in advertising but also lower — funnel marketing or engaging with existing customers.

 

Key Findings:

• Most mobile marketing spend is allocated to upper-funnel tactics. Among the executives surveyed, 90% use mobile advertising tactics, while only 48% use mobile marketing tactics to engage with their customers.

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Q4 2011 Mobile Barcode Trend Report

ScanLife releases its Q4 2011 ScanLife Trend Report, which looks at the busiest quarter of the year for mobile barcodes, and draws comparisons between 2011 and 2010. The data in this report was pulled from the ScanLife Reporting Platform; it represents traffic from both two dimensional barcodes (i.e. QR Codes) and UPC barcodes. The report shows that the momentum gained over the last two years shows no signs of abating, with Q4 2011 seeing more scans than all of 2009 and 2010 combined. It also includes data about user demographics, marketer adoption, and media placement.

MMA UK Consumer Insight Briefing 22nd June 2011 – Top Ten Insights

MMA UK Consumer Insight Briefing 22nd June 2011 - Top Ten Insights

Brought you you by: Mobile Marketing Association

MMA Consumer Insight Briefing – September 2011

Our next Consumer Insight Briefing will take place in London, September 2011.


Research Type(s): 

MMA UK Consumer Insight Briefing 22nd June 2011 – comScore

 MMA UK Consumer Insight Briefing 22nd June 2011 – comScore

"Mobile is all about apps, isn't it?"

Jeremy Copp, [email protected]

Takeaways

  • The mobile media market in the UK is growing rapidly
  • More consumers are engagine with media through browsing
  • Social networking is a key driver of mobile use

  • Consider carefully the mobile audience you wish to reach


Research Type(s): 

MMA UK Consumer Insight Briefing 22nd June 2011 – Millennial Media

MMA UK Consumer Insight Briefing 22nd June 2011 – Millennial Media

[email protected]

Overview           

The Mobile Intel Series: Retail was developed to identify:

  • Who mobile retail consumers are & what mobile shopping behaviors they exhibit

  • How retail brands are utilizing mobile

  • How brands can navigate mobile to reach and engage consumers when it matters most


Research Type(s): 

MMA UK Consumer Insight Briefing 22nd June 2011 – On Device Research

MMA UK Consumer Insight Briefing 22nd June 2011 – On Device Research

Alistair Hill – [email protected]

On Device Answers

Self-service interface to create mobile surveys. 

Surveys work on all web enabled devices and automatically format to screen size. 

Features: 


Research Type(s):