Fashion brand French Connection is planning to use mobile marketing to support its expansion into the US. FCUK has recently launched a digital radio station and is supporting the spring/summer marketing campaign with SMS and MMS.
A recent report by the Yankee Group presents a comprehensive and detailed picture of the wireless youth market in the US. As a European I’m always glad to read such kind of research to find out the difference between the two continents. However I’m also always surprised by the results which underline the fact we are living two different wireless worlds. Let’s take SMS for example. The Yankee Group says that text messaging is the most used service in the US, with 43 percent of all young adults sending/receiving at least one text message a month. In Europe this sounds almost funny, on the same kind of report you would have read: ” text messaging is the most used service, with 43 percent of all young adults sending/receiving at least one text message a day if not even a hour”.
eMarketer reports the results of a Reveries study conducted among over 400 marketers. 22.7% of marketers think mobile marketing is currently just fairly viable, only 13% rate it as fair five years from now. On the topic, there’s also an article on iMediaConnection, while the full research’s results are available here.
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