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More brands attracted by mobile marketing

LONDON - The number of brands considering SMS and MMS mobile marketing campaigns has doubled within the last 12 months, according to new research.

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The survey, carried out by mobile messaging infrastructure and applications company Airwide Solutions, reveals that 28% of companies quizzed have already launched live SMS campaigns and 18% have launched live MMS campaigns.

Out of the 50 global brand-name companies surveyed, the proportion considering implementing both SMS and MMS mobile marketing in the next 12 months has doubled to 28% since a similar survey in 2006.

The survey also found that more brands are looking to spend a greater proportion of their marketing budget on mobile campaigns in the near future, with 71% of brands projecting to spend up to 10% of their budget on mobile within two years time.

Confidence in the medium has grown with almost two-thirds of brands anticipating that customers will request more information and 38% expecting a financial transaction as a result of a mobile marketing message.

The number of brands that find SMS too complicated for marketing dropped significantly from 24% in 2006 to just 8% in 2007.

However, the survey also pointed out that there is still a lack of knowledge in the industry on how to implement tailored, targeted campaigns. Mobile marketing is too intrusive for 46% of brands and 41% are unsure how to rectify the problem.

Jay Seaton, chief marketing officer at Airwide, said: "The present take up of mobile marketing is somewhat inhibited by a lack of supporting information to manage and optimise marketing programmes.

"With reliable infrastructure in place and a means to control and measure campaigns, more and more mobile operators will be competing to create and deliver the most effective mobile marketing initiatives to subscribers."

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