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Mobile Phones UK Authors: Aelvish Manvar, Melanie Marten, Jason Bloomberg, Corey Roth, Jayaram Krishnaswamy

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Research and Markets: What are the Key Marketing Strategies of Mobile Marketing and Which Consumer Segments are the Most Profitable Targets?

Research and Markets: What are the Key Marketing Strategies of Mobile Marketing and Which Consumer Segments are the Most Profita

Research and Markets ( has announced the addition of Javelin Strategy & Research's new report "Mobile Marketing — Targeted, Timely, and Two-way: The Time is Right for Financial Marketing Strategies to Engage the Mobile Customer" to their offering.

58 Million US adults received at least one mobile marketing message on their mobile phones in the last year. Mobile marketing provides an opportunity for financial institutions (FIs) to interactively reach on-the-move consumers closer to the purchase decision in a one-to-one communication. Mobile doesn’t change the purpose or goals of marketing campaigns; it adds a new, often more effective, channel to reach consumers.

However, FIs which overstep the boundaries of privacy or inundate consumers with unhelpful messages risk incurring their wrath. Additionally, little is known about the preferences of consumers for receiving such messages. This study provides a solid framework for FIs to integrate mobile into effective marketing campaigns. Strong consumer and industry data back the conclusions of the report and demonstrate why this is the right time to consider including mobile in marketing strategy.

Primary Questions

-What are customers willing to accept from mobile marketing efforts?

-What are the key marketing strategies of mobile marketing and which consumer segments are the most profitable targets?

-How does mobile marketing work?

-What aspects of mobile marketing appeal to each segment?

-What are examples of mobile marketing offerings that are available in the market place?


This report is mainly based on data collected online from a random-sample panel of 2,714 respondents in March 2008. The survey targeted respondents based on representative proportions of gender, age and income as compared to the overall US online population. Overall margin of sampling error is ±1.86 percentage points at the 95% confidence level. Executive interviews with leading industry players in the field of mobile marketing and advertising, marketing payments, and mobile banking, as well as interviews with financial institutions executives were completed.

Key Topics Covered:


Primary Questions

Findings and Analysis


Executive Summary



What Can Financial Institutions Do Today?

Why Now?- It’s a Mobile World

US Adults Are Mobile

Financial Institutions, in Particular, Should Consider Mobile Marketing

Mobile Bankers, Who Accept Mobile Marketing, Receive More Messages

Most FIs Have Yet to Develop Necessary Skills to Fully Engage in Mobile Marketing

Mobile Marketing Is a Tool to Reach Both New and Existing Customers 1

Consumers Respond to Mobile Marketing Using Mobile Features

Marketing Expands with Mobile as a New Channel

Why Include Mobile?

The Importance of Permission in Engagement

Marketing Campaign Flow

Effective Mobile Campaigns

Direct Mobile Marketing vs Mobile Advertising

Mobile Marketing Ecosystem

Pricing/Measuring Effectiveness of Mobile Campaign

Three Phases of Mobile Marketing Campaigns

Mobile Marketing at the Financial Institution

SMS-Text Will Drive Initial Marketing Efforts

Content-Heavy WAP Sites Feed the Future

HSBC Ride For Free,” A Mobile Marketing Campaign

What Can Financial Institutions Do Today

Capture Mobile Phone Numbers Matched to Individuals at Account Set-Up

Build a Mobile Phone Database Among Existing Customers

Append Mobile Banking Usage Data to the Customer Database

Use Alerts to Begin Offering Targeted Mobile Marketing Messages

Just Start


Mobile Marketing Vendor Directory

Key Terms


Related Research

Companies Mentioned

Table of Figures


Companies Mentioned:

2way Traffic












Burger King





Thumbplay, Inc.





iLoop Mobile

Upoc Networks





Vibes Media

Mobile Messenger


Mobliss, Inc.

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