News & Events

Mobile users increasingly embracing creative marketing, study finds

Date posted:

25th March 2009

Mobile marketing techniques such as the use of picture messaging appeal to a huge number of Brits, it has been suggested

Marketing professionals have been advised that 70 per cent of UK consumers are attracted to interactive mobile marketing.

According to research carried out by telecommunications provider Orange, just under three-quarters of all of those users polled revealed that they welcomed tactics such as picture messaging.

Of these, 47 per cent stated a preference for click-through advertising, whereby they get directed straight through to a brand's own website, while incentives such as sending voucher codes or competition details to mobile phones were also found to be increasingly popular among consumers.

Orange UK director of partner channels Steve Heald noted: "The public's openness to marketing through mobile media highlights that there is a huge opportunity for marketers to engage consumers with clever executions.

"I hope the findings will prove to be a catalyst for a wave of inspiring and creative marketing campaigns that capitalise on mobile's unique properties as the most personal and innovative of channels."

Earlier this week, a separate study carried out by the Internet Advertising Bureau and Lightspeed Research found the 18-to-25 age group to be more responsive to creative marketing such as in-game advertising and virtual gifts sent over social networking sites.

Blue Skies Marketing Recruitment works on behalf of both permanent and freelance agency and in-house candidates across the creative, design and branding, digital, DM, events, experiential, integrated, PR and sales promotion sectors.