Of course, we think that advocacy organizations should start to pay serious attention to using mobiles in their work. There is increasing evidence that mobile social marketing works in increasing brand awareness and moving people to actions. It is also becming an increasingly effective way to engage users and constituents. Here are a few pointers from what we have learned to date.
1. What’s happening in the mobile (social) marketing market that advocacy organizations should pay attention to?
- Over 84 percent of Americans have cell phones, according to the CTIA, an industry group. Data shows that the majority of users carry their mobiles around for up to 18 hours/day. In fact the mobile, keys, and wallets are the three things most adults will not leave the house without.
- Sms/texting is growing by leaps and bounds. More than 48 billion text messages were sent in the month of December 2007, an average 1.6 billion messages per day. The rate of text messaging represented a 157 percent increase over December 2006 texting. (according to M:Metrics data)
- Mobile marketers are salivating, with polls, contests, coupons, and even mobi-sodes, short sms serial stories hitting the commercial market. Pepsi, Ford, Toyota, Burger King all have mobile campaigns, and more and more marketers are allocating hard dollars to “mobile marketing” budgets.
- Visa announced its mobile payment platform, allowing cardholders to use their mobile phones to make purchases or conduct other transactions by tapping them against readers. Think ‘just in time’ fundraising.