The study called “The Expansion of the Mobile Market through Alternative Communication Channels”, presented by the representatives of the Unlock Research Company, on Thursday, at the Mobile Marketing Conference, started from the fact that when considering the huge mass of messages which are sent and received daily, the shape these messages take becomes more and more important.
According to the study, mobile phones, although keeping their basic functions (calls, text messages) have converted more and more to an entertainment device. In a mobile phone, users look for entertainment options (music, games) or functions which would permit them to keep in permanent contact with dear ones – like internet access.
The study showed that 97% of Romanians use the mobile phone for regular calls while 78% consider the text message to be the most popular function of the phone. For 56% of those who participated in the study, the Schedule option is used most of all.
Music applications were found to be most important for 42% of the interviewees, while 32% thought that internet access is basic.
Furthermore, 29% responded that game applications are the central function of their phones.
According to the study, “classic” mobile phone functions have become common elements for everyone, and, in order to get the attention and interest of consumers, differentiation in a relevant environment for the target audience is required.
Also, the study further emphasizes the fact that integrating the virtual world in day to day life through the use of smart phones offers new opportunities for advertisers to address the consumer using alternative channels.
In order to elaborate a mobile marketing campaign, the study recommends a cheerful and interactive approach of the consumer and personalized communication. Also, a differentiated approach for each segment, especially targeting interactive and adaptable personality types, may be a solution for efficient marketing communication. On the other hand, for an efficient mobile marketing campaign, advertisers must take advantage of the development and frequent use of smart phones, mobile internet and social platforms.
According to the same source, the number of people who received advertisements on their mobile phones in 2010 is similar to the one registered in the last 2 years – 64%. At the same time, Romanians became somewhat hesitant regarding mobile phone marketing, only 8% considering that it reaches it’s target. 49% of the interviewees consider that the main advantage of mobile phone advertising is information, while 39% appreciate the fact that it keeps them up to speed with novelties. Furthermore, 32% agree that the advantage of this type of advertising is that the news can be read at any time, while 20% believe that these advertisements are useful because they may be forwarded to others.
All mobile phone users agreed that advertisements via mobile phone should cater to the need of being permanently informed about their environment. The study shows that information, that brings clear benefits and is communicated in a relevant manner without invading intimacy, is appreciated. 56% of the interviewees appreciate useful information (weather, horoscope, currency exchange update), 54% appreciate advertising messages if sent at appropriate hours and 50% appreciate relevant messages for their life style.
Regarding new generation mobile phones, one of their roles, according to those who participated in the study, is to confirm the status of the user – always one step ahead of others. Also, the brand is a recognized symbol, which guarantees that the phone will be updated with the latest trends and will respond to technological requirements for a longer period of time. According to the study, Nokia is the most popular mobile phone brand for new generation phones (50%), followed by Samsung (14%), Sony Ericsson (12%), LG (9%), iPhone (8%) and HTC (6%).
Smart phones are usually chosen according to the possibility of being personalized by adding applications. The study shows that the decision of buying a non – smart phone gadget is not an emotional one, but it is based on functional aspects – price, easy system. Software is the aspect which influences the largest part of the interviewees (85%) when they decide to buy a phone. 73% take into account the warrantee and 69% the price.
More than half of the people involved in the study claimed that they have internet access via their mobile phones – 28% from the provider, 13% through WiFi and 11% through both provider and WiFi. The largest part (41%) use mobile internet to check their email, 40% use it to look for certain information and 34% in order to navigate the web.
Facebook is the most frequently accessed social platform – via mobile phone, followed by HI5, LinkedIn and MySpace.
Mobile Marketing Conference, which was held on marketing strategies applied in the mobile environment, was centered on the analysis of opportunities and the impact which mobile advertising has in the interaction between brands and consumers. The experts taking part, discussed the tendencies and innovations in the field, trying to find out if the market is truly prepared for this kind of evolution and how open the consumers are to the mobile communication channel
The event was organized by Evensys. Evensys runs autonomous conferences and seminars which cover 5 areas of expertise: Marketing & Communication, Internet & New Media, Finance & Investments, Real Estate & Retail.
Source: Mediafax
