Spring Break
Mobile marketing on the rise
Issue date: 11/6/09 Section: News
E-mails often go without a response for as long as 48 hours; text messages however, typically receive a response within four minutes. This is one of the many reasons that advertisers are beginning to catch on to mobile marketing.
Western Illinois University marketing and finance professor Craig Conrad presented "The Joy of Mobile Marketing" last Wednesday at 3 p.m. in Morgan Hall.
Conrad explained that advertisers in Europe have been using mobile marketing for years with success, sending messages via Bluetooth, the mobile Web or Short Message Service (SMS) texts.
"The university is exploring ways that it could begin utilizing mobile marketing. We are hoping to pilot a test program this spring semester with prospective freshmen who attend 'Discover Western' and 'Welcome to Western' events," said Kristin Dunstan, director of university marketing.
Dunstan also explained that mobile marketing would be a great opportunity for alumni, athletics, fundraising and admissions. The university hopes to move forward with mobile marketing and remain on the cutting edge of technology.
Forrester Research projects that mobile advertising will increase 70 percent to $391 million this year; by 2014, the market will be in the billions.
In most cases, the consumer must enter a series of numbers called a short code, followed by a designated keyword. This adds you to the business' mobile marketing system, which you can leave at any time.
Conrad created a mobile marketing group for the presentation. Those in attendance were able to join and receive a response within seconds. Creating the group cost Conrad about $25, and sending each reply cost him five cents.
Some Western students may already receive such messages from The Forum through the short code "313131." Other students may have used a mobile marketing system to vote for their favorite American Idol contestant.
"The entertainment industry has been using mobile marketing in very effective ways," Dunstan said.
Western Illinois University marketing and finance professor Craig Conrad presented "The Joy of Mobile Marketing" last Wednesday at 3 p.m. in Morgan Hall.
Conrad explained that advertisers in Europe have been using mobile marketing for years with success, sending messages via Bluetooth, the mobile Web or Short Message Service (SMS) texts.
"The university is exploring ways that it could begin utilizing mobile marketing. We are hoping to pilot a test program this spring semester with prospective freshmen who attend 'Discover Western' and 'Welcome to Western' events," said Kristin Dunstan, director of university marketing.
Dunstan also explained that mobile marketing would be a great opportunity for alumni, athletics, fundraising and admissions. The university hopes to move forward with mobile marketing and remain on the cutting edge of technology.
Forrester Research projects that mobile advertising will increase 70 percent to $391 million this year; by 2014, the market will be in the billions.
In most cases, the consumer must enter a series of numbers called a short code, followed by a designated keyword. This adds you to the business' mobile marketing system, which you can leave at any time.
Conrad created a mobile marketing group for the presentation. Those in attendance were able to join and receive a response within seconds. Creating the group cost Conrad about $25, and sending each reply cost him five cents.
Some Western students may already receive such messages from The Forum through the short code "313131." Other students may have used a mobile marketing system to vote for their favorite American Idol contestant.
"The entertainment industry has been using mobile marketing in very effective ways," Dunstan said.
Viewing Comments 1 - 1 of 1
R. Costa
posted 11/09/09 @ 11:18 AM CST
Text message marketing is definitely here to stay. Recent research shows over a 95% read rate which makes it better than just about every other advertising and marketing venue out there. (Continued…)
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