11% of US households are accessing the mobile Internet, according to Forrester research report titled “Is The US Ready For Mobile Marketing?”. “Forward-looking brands are already successfully employing multimedia messaging, mobile Web browsers, and downloadable applications and content to reach consumers via mobile phones”, according to the report.


11% of US households are accessing the mobile Internet, according to Forrester research report titled “Is The US Ready For Mobile Marketing?”.

According to Christine Spivey Overby, co-author of Forrester Research Report, the relevancy of the message to users requirement is more important in mobile internet marketing.

Overby provides examples of successful campaigns:

“Forward-looking brands are already successfully employing multimedia messaging, mobile Web browsers, and downloadable applications and content to reach consumers via mobile phones. For example:

– To increase late-night visits, McDonald’s placed mobile ads on mobile Web sites, like Match.com, which are frequented by young consumers. McDonald’s saw higher-than-average click-through rates due to a highly relevant offer: mobile coupons valid between 9 p.m. and 4 a.m. for one night only.

– Clear Channel radio station WXKS (KISS 108 FM) in Boston offers a “text club” in which listeners receive mobile alerts and promotions and use text to interact with disc jockeys during broadcasts. Forty-eight percent of the club sent texts for a chance to win breakfast with Nick Lachey.

– Broadway Marketplace, a small Cambridge, Mass. grocer, replaced its card-based loyalty program with one that uses mobile phones to identify the shopper. This approach allows Broadway Marketplace to deliver promotions based on a shopper’s purchase history directly to a shopper’s mobile phone. Eighty-two percent of Broadway’s shoppers now belong to this program, with 64 percent participating on a regular basis”. [source]

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Forrester Research Report: Is The US Ready For Mobile Marketing?

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