According to a new study by Spanish mobile marketing company i-Touch Movilisto, mobile marketing campaigns receive an average direct response rate between 5 and 20 percent. When we talk about direct response, we refer to an active behavior where the user replies to a promotional message, usually via SMS, in order to enter a competition, to get a discount or to receive information. Mobile marketing is most of the times used in multi-channel campaigns (65 percent), in which users can reply to the promotional message also online or via snail mail. Usually campaigns which give away sure prizes receive the best response rates (up to 49 percent), while the promotions that allow users to enter draws for prizes get a 25 percent response.
adidas advergame advergames advertainment advertising ambient marketing australia belgium best brazil coca-cola email marketing facebook fashion france germany google heineken ikea infographic italy japan marketing mobile content mobile marketing msn nike nokia online ads online advertising online campaign online marketing print advertising rich media samsung sms spain sweden tvc twitter uk video of the day viral marketing volkswagen wieden + kennedy