Dallas, TX–(HISPANIC PR WIRE)–June 11, 2007–Since 2006 there has been a buzz among marketers and brands that mobile marketing is finally ready to take off in the US. What most people may not realize is that the best opportunities for mobile marketing campaigns are among Latino consumers.
In 2006 M:Metrics, an authority on mobile market measurements, compared the data usage of Latino mobile consumers versus the general population. In every category Latinos were nearly twice as likely to use mobile data services as the general population. The study found that Latino consumers were likely to purchase more than twice as many ringtones, images and games as their counterparts. Other studies have shown that Latino consumers are spending about $6 more each month for mobile services than any other demographic group and are more likely across all age groups to consider their mobile phone their primary means of communication.
Mobile has a penetration rate in the US that has now far surpassed cable television or internet. The opportunity among Latinos lies in the fact that not only is there a greater penetration of mobile services among that demographic, but they are more than twice as likely to use the additional data services upon which mobile marketing relies. This understanding of mobile devices, and their use, is what puts the Latino consumer far ahead of any other demographic group as an ideal target for focused mobile marketing.
Unfortunately, as the industry grows there are many potential pitfalls, just as there were when online marketing was starting to grow. Some issues that brand advertisers have to deal with are mobile technology companies being overzealous in selling their marketing expertise or marketing companies overstating their qualifications in mobile. FastBreak Mobile overcomes this by partnering with companies with strong backgrounds in traditional marketing which allows us to bring a brand the best of both worlds when it comes mobile marketing.
During the early stages, brands often find that mobile campaigns work best when combined with traditional marketing efforts, using the mobile aspect to capture consumers with fewer impressions. The important thing to remember is that consumers are looking for more than a free wallpaper of a company’s logo, they want to be engaged. Mobile marketing gives the brand something it’s never had before, the ability to create intuitive campaigns that can actually learn from the consumer’s interaction, and become more relevant to the consumer as time goes on.