With its first Mobile Marketing Report MoMac has conducted the first survey in the field of mobile marketing in the UK, giving some insights into the possibilities of successful mobile marketing and how to target your target group.

Here some findings:

The report shows that as many as 13% (!) of 16-24s have already responded to or clicked-on a mobile advert, what I found quite exceptional, taking into account that it is said that mobile advertising is in its infancy

Not very surprising was that mobile advertising has to match the specific audience requirements. Responsiveness changes to different kinds of advertising according to age and gender. Text based advertising links are for example the most popular (56%), especially preferred by women (60%) compared to 47% of men. With video based advertising it is just the other way around: It has a strong male bias with 22% of men compared to just 12% of women. Video formats were also more popular with younger mobile users.

Regarding payment models the research results indicate that different payment models appeal to the different groups of mobile users. The ad-funded model (access content for free in exchange for viewing advertising) is preferred by younger mobile users with almost 50%, while older users (aged 45+) prefer the pay-as-you-download (PAYD) model (55%).

These findings correspond with the study of Online Publishers Association (OPA). In this survey of European mobile content users concerning advertising on the mobile web 37% of consumers agree to watch ads in exchange for free mobile content. Very interesting findings shows the taken actions as result of seeing mobile web advertisements. About 9% made a purchase after watching mobile ads. More than fourth checked out a web site and 14% requested more information about a product.

My personal conclusion: Mobile Marketing starts to get so interesting that first surveys are conducted by companies. The results surprised me regarding the use and acceptance of mobile marketing. I think here is a potential that should not be underestimated and could not be ignored in the future marketing mix anymore.

And: Despite the modern advertising format do not forget the wisdom of the classical marketing: First get an insight into your target group and then launch your campaign! : - )