Mobile ads came estimably to a global total of 4.6 billion as of 2009 and the number is indubitably increasing. Marketers are increasingly showing interest in this portable medium. Smartphones and 3G have made this medium absolutely a winning proposition. Mobile phones are becoming increasingly important to consumers for conducting shopping activities, and mobile advertising is driving some to purchase—though often not via the phones themselves.
Sending marketing messages through email is one of the most widely used direct-marketing methods. Email is used by 94% of marketers, while 86% use direct mail. One reason for email marketing's popularity is that it is relatively inexpensive to design, test, and send an email message. It also allows marketers to deliver messages around the clock, and to accurately measure responses.
June 2011 research by ExactTarget found that email was the most powerful form of mobile marketing in terms of driving purchase among smartphone owners in the US. More than half of smartphone owners who had made a purchase because of a mobile marketing message said they had done so after receiving a mobile marketing email. About four in 10 smartphone owners who made a purchase as a result of mobile marketing did so because of a text message.
When it comes to measurement, the effectiveness of a mobile ad campaign can be measured in a variety of ways. The main measurements are impressions (views) and click-through rates. Additional measurements include conversion rates, such as click-to-call rates and other degrees of interactive measurement and it has been found that smartphone owners are still making their actual purchases through a channel other than their phone. Even among smartphone owners who were spurred to buy something by a marketing message seen on their phone, only about a third had completed the purchase on their phone’s web browser. Nearly as many had made a purchase via an app, and 19% bought something in an app store—suggesting they were buying either apps or virtual goods.
Email marketing is widely acknowledged as the online promotional strategy which provides the most powerful and effective bottom line results. As the sophistication of email marketing processes and their widespread adoption continues to increase, it can be said with confidence that even greater rates of success will be obtained by the businesses who engage in it.
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