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March 27, 2006
Mobile Marketing: U.S. vs. Europe, Part I
ClickZ recently posted a great article by Laura Marriott, the executive director of the Mobile Marketing Association. You can read it here.
In a nutshell, she raises the question of how far behind the United States might be from Europe in terms of mobile marketing. While she doesn't suggest there should be a simple answer, her anecdotes paint a picture of a U.S. that isn't too far behind at all.
In the end, it will come down to consumers who actively use the data services of mobile phones. On a per-capita basis, the U.S. definitely trails Europe and Asia. But Laura makes a great point that we are catching up quickly.
However, I think the real story here is that mobile marketing may be one of the first truly global marketing channels. Even more so than the Internet in some ways, handsets and airwaves can level the marketing playing field for truly global marketers like nothing before.
Posted by Bill Nussey at March 27, 2006 10:06 AM
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Comments
The interesting bit will be watching the different usage profiles evolve. Even if the U.S. catches up to Japan in per-capita usage, it's likely that at least for a while, U.S. users will still view their PC as their primary computing device, while many other cultures may primarily use phones.
I believe the floodgate waiting to open in the U.S. is location-based services. When you have the power to combine a user's interests with their present location, you can present them with highly relevant messages that they can also readily act upon.
The other speed bump is that most U.S. users pay when they receive an unsolicited text message - even relevant marketing messages may be resented if they find they're paying $10/month in usage fees to receive advertising.
Posted by: Rob Kischuk at March 27, 2006 12:41 PM
Bill, here is a very interesting audio podcast of a presentation by John Hadl, managing director of Quigley-Simpson Interactive. The title of his presentation is "Mobile Marketing: What Works and What's Next?". URL: http://www.imediaconnection.com/content/7984.asp
Posted by: Allan MacKinnon at March 27, 2006 03:39 PM