DMA Study Shows Mobile Marketing Use

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The Direct Marketing Association (DMA) recently completed a study to gauge the percentage of its

Mobile Marketing Reaches Young Adults Better than any other Media

members who have used specific media in their integrated marketing campaigns.

According to the April 2008 study, mobile marketing via SMS and MMS still significantly trails the use of more common promotional methods such as e-mail and direct mail.  According to the study, only 2.2% have used mobile marketing.

“I would have thought it was higher,” said Bob Bentz, director of marketing at Advanced Telecom Services which offers do-it-yourself text message solutions to radio stations, colleges, and advertising agencies.  “But, I’m not totally surprised.  Most of the phone calls we get are marketers still in the information finding stage.”

Other studies have shown, however, that while America lags behind europe and asia in terms of overall mobile marketing use, its response rates and effectiveness are the highest in the world.  It’s a mystery then that more marketers aren’t using it.

“Marketers are extremely busy and often work in understaffed organizations,” said Bentz.  “They have trouble finding the time to learn the ins and outs of a new medium.”

DMA Media Use Study

1. E-mail – 79.1%
2. Direct Mail – 75.4%
3. Web Banners or Pop-Ups – 33.6%
4. Search Engine Marketing – 33.2%
5. Telemarketing – 31.9%
6. Magazines or Newspapers – 24.8%
7. Radio or TV – 19.0%
8. Catalogs – 15.5%
9. Online Video – 12.3%
10. Mobile Marketing - 2.2%
11. Outdoor – 1.7%
12. Fax – 0.6%

(Source — DMA; April, 2008)

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