August 19, 2010
The National Football League's Houston Texans and Txtstation Mobile Marketing have announced a two-year partnership to bring real-time interactivity to fans while at Reliant Stadium. The promotions range from real-time SMS voting and text alerts to in-stadium video board games and contests.
“The Houston Texans were looking at several companies to help them use mobile for in-game entertainment, to activate some of their sponsorship deals and to build up an SMS database,” said Michael Falato, vice president of sales and business development at Txtstation, Austin, TX.
“The team chose us for in-stadium SMS poll, sending out score alerts and keeping people up to date with what’s going on with the Texans,” he said.
"The team is very much up to date with the social media and texting with their fans, with in-stadium calls-to-action and a Web site entry form to sign up for text alerts.”
The Houston Texans are a professional American football team based in Houston. The team is a member of the Southern Division of the NFL's American Football Conference (AFC).
Txtstation is a mobile marketing company specializing in sports and entertainment that helps broadcasters, event owners, sponsors and general media to communicate with viewers or fans directly through mobile phones.
Are you ready for SMS?
The Houston Texans will begin running mobile promotions during the preseason and will continue while fans are at the games.
The latest team news from the Texans include real-time in-game scoring updates, team transaction notices, injury notifications, player appearances and special offers on merchandise and tickets, delivered straight to fans' mobile phones.
The Texans are currently offering three separate text clubs for game-day score updates, team news and alerts, and special ticket and merchandise offers, respectively.
Fans can join by texting the keyword SCORES to the short code 88222, NEWS to 88222 or OFFERS to 88222.
The Texans are broadcasting graphics inside the stadium featuring branding from McDonald’s, MasterCard and Whataburger.
Mr. Falato said that the Houston Texans are a smart and creative organization, and that his company is looking forward to pushing the envelope with its texting tactics.
“The Texans asked ‘How do we figure out who is watching our games, listening to our games and at our games, and engage with them?” Mr. Falato said.
“Text messaging is a great way, and they can also have people text in to collect their phone numbers, email address, physical addresses and get them to Like the Texans’ Facebook page,” he said.
Source: Dan Butcher, Mobile Marketer Daily
Showing posts with label mobile marketing. Show all posts
Showing posts with label mobile marketing. Show all posts
Thursday, August 19, 2010
Wednesday, August 18, 2010
Mobile Marketing - A New Dynasty
Another powerful article on mobile marketing and the opportunities it presents.
Have a read.
Over the past 10 years, multiple marketing channels have emerged – email, Internet and Social Media marketing have each ascended to the throne of marketing leadership at one point. While these avenues certainly are not declining in value, the world is changing. A new force is coming and it’s stronger and shows more potential than its predecessors. This force is mobile marketing. Here’s why:
Unlike television, Internet, email, social media and other sources of mass media, mobile phones are everywhere. Research from the International Telecommunications Union (ITU) found that mobile has been the most rapidly adopted technology in history. Today, it is the most popular and widespread personal technology on the planet, with an estimated 4.6 billion subscriptions globally by the end of 2009.
Morgan Stanley predicts mobile will be bigger than desktop Internet in five years and mobile data traffic will increase by 39 times by 2014. Mongoose Metrics states in "Mobile Marketing for Business" that if marketers "… don’t start understanding and implementing mobile marketing now – ahead of the curve – you might lose out on the biggest opportunity since the invention of online marketing." Mobile marketing provides a new dynamic for marketers to use in their campaigns, and we here at Aprimo believe that mobile marketing will be a growing, driving force in the world of marketing, with the potential to become the king of communication.
"With so many consumers with mobile devices, there are many new opportunities to provide relevant and timely messages to improve a company’s wallet share." said Wes Moore, Vice President of B2C Solutions for Aprimo. "Now, imagine you are a retail store. Instead of send consumers random email alerts about special offers, you can send consumers the requested targeted and relevant messages when they are near or inside one of your locations. Now that is personalized marketing."
Have a read.
Over the past 10 years, multiple marketing channels have emerged – email, Internet and Social Media marketing have each ascended to the throne of marketing leadership at one point. While these avenues certainly are not declining in value, the world is changing. A new force is coming and it’s stronger and shows more potential than its predecessors. This force is mobile marketing. Here’s why:
Unlike television, Internet, email, social media and other sources of mass media, mobile phones are everywhere. Research from the International Telecommunications Union (ITU) found that mobile has been the most rapidly adopted technology in history. Today, it is the most popular and widespread personal technology on the planet, with an estimated 4.6 billion subscriptions globally by the end of 2009.
Morgan Stanley predicts mobile will be bigger than desktop Internet in five years and mobile data traffic will increase by 39 times by 2014. Mongoose Metrics states in "Mobile Marketing for Business" that if marketers "… don’t start understanding and implementing mobile marketing now – ahead of the curve – you might lose out on the biggest opportunity since the invention of online marketing." Mobile marketing provides a new dynamic for marketers to use in their campaigns, and we here at Aprimo believe that mobile marketing will be a growing, driving force in the world of marketing, with the potential to become the king of communication.
"With so many consumers with mobile devices, there are many new opportunities to provide relevant and timely messages to improve a company’s wallet share." said Wes Moore, Vice President of B2C Solutions for Aprimo. "Now, imagine you are a retail store. Instead of send consumers random email alerts about special offers, you can send consumers the requested targeted and relevant messages when they are near or inside one of your locations. Now that is personalized marketing."
Thursday, June 10, 2010
One in Five U.S. Adult Consumers Now Using Mobile Commerce
Fierce Mobile Content
By Jason Ankeny
One in five U.S. adult wireless subscribers utilized mobile commerce services in the past month according to a new consumer study conducted by non-profit industry trade group the Mobile Marketing Association in partnership with Luth Research. Among 1,000 adult subscribers surveyed in mid-April, 17 percent of respondents purchased mobile applications, ringtones and related digital content, 6 percent used their phones to receive coupons or discounts and another 6 percent bought physical goods or non-mobile content and services.
The MMA notes that more than half of iPhone owners and 34 percent of BlackBerry users have purchased content for their smartphones, more than subscribers across rival platforms. Fifty-six percent of mobile content purchases were made through the subscriber's carrier, and 43 percent paid for the transaction via bank or credit card account. Regardless of transaction type, adults between the ages of 25 and 34 used their phones more than other age groups--the MMA adds that most respondents consider m-commerce to be "secure and trustworthy."
Read more on the MMA m-commerce study >
By Jason Ankeny
One in five U.S. adult wireless subscribers utilized mobile commerce services in the past month according to a new consumer study conducted by non-profit industry trade group the Mobile Marketing Association in partnership with Luth Research. Among 1,000 adult subscribers surveyed in mid-April, 17 percent of respondents purchased mobile applications, ringtones and related digital content, 6 percent used their phones to receive coupons or discounts and another 6 percent bought physical goods or non-mobile content and services.
The MMA notes that more than half of iPhone owners and 34 percent of BlackBerry users have purchased content for their smartphones, more than subscribers across rival platforms. Fifty-six percent of mobile content purchases were made through the subscriber's carrier, and 43 percent paid for the transaction via bank or credit card account. Regardless of transaction type, adults between the ages of 25 and 34 used their phones more than other age groups--the MMA adds that most respondents consider m-commerce to be "secure and trustworthy."
Read more on the MMA m-commerce study >
Monday, May 17, 2010
Tickets.com In the News: Tickets.com, Txtstation team up for event text-based promotions
DMNews
Dianna Dilworth
E-commerce ticket vendor Tickets.com has partnered with mobile marketing firm Txtstation Global Mobile Marketing to allow client venues and sports franchises to run mobile campaigns at live events.
Tickets.com has offered mobile purchasing and mobile barcoded tickets for four years to clients, including the San Francisco Giants and Chicago Cubs baseball clubs. The partnership will extend Txtstation's mobile marketing tools to these clients, who will be able to use text-based campaigns during events to drive consumer engagement.
“This is a natural extension in the mobile marketing space,” said Sheri Fink, e-commerce and strategic alliances director at Tickets.com. “We think it would be very useful in the sporting industry and in concert arenas for marketing at events.”
Fink added that venues can use live text campaigns to build their marketing lists.
“Right now, mobile tickets are not as significant as our sales online or through the call center, but we expect that mobile tickets will grow dramatically in the next couple of years,” said Fink.
Using the service, venues could allow consumers to text to vote on which song an artist should play or to get a discount at a vendor's booth, for example.
The marketer's goal at an event is usually to drive engagement, increase food and merchandise sales and create a social environment, said Julie Ask, VP and principal analyst at Forrester Research. “Venues are fun because there is an opportunity for a direct response and a direct interaction with the audience.”
Forrester estimates that only 2% to 3% of attendants participate in text campaigns at events, but Ask said that number is growing.
“More and more venues are doing this, but engagement depends on how well the promotion is marketed within the stadium and what the incentive is,” she said. “Coupon-based incentives work well if they are good. If you are giving me 10 cents off a $4 hotdog, that's not as good as buy-one-get-one-free.”
Dianna Dilworth
E-commerce ticket vendor Tickets.com has partnered with mobile marketing firm Txtstation Global Mobile Marketing to allow client venues and sports franchises to run mobile campaigns at live events.
Tickets.com has offered mobile purchasing and mobile barcoded tickets for four years to clients, including the San Francisco Giants and Chicago Cubs baseball clubs. The partnership will extend Txtstation's mobile marketing tools to these clients, who will be able to use text-based campaigns during events to drive consumer engagement.
“This is a natural extension in the mobile marketing space,” said Sheri Fink, e-commerce and strategic alliances director at Tickets.com. “We think it would be very useful in the sporting industry and in concert arenas for marketing at events.”
Fink added that venues can use live text campaigns to build their marketing lists.
“Right now, mobile tickets are not as significant as our sales online or through the call center, but we expect that mobile tickets will grow dramatically in the next couple of years,” said Fink.
Using the service, venues could allow consumers to text to vote on which song an artist should play or to get a discount at a vendor's booth, for example.
The marketer's goal at an event is usually to drive engagement, increase food and merchandise sales and create a social environment, said Julie Ask, VP and principal analyst at Forrester Research. “Venues are fun because there is an opportunity for a direct response and a direct interaction with the audience.”
Forrester estimates that only 2% to 3% of attendants participate in text campaigns at events, but Ask said that number is growing.
“More and more venues are doing this, but engagement depends on how well the promotion is marketed within the stadium and what the incentive is,” she said. “Coupon-based incentives work well if they are good. If you are giving me 10 cents off a $4 hotdog, that's not as good as buy-one-get-one-free.”
Friday, May 7, 2010
Tickets.com In the News: MLB’s Tickets.com expands mobile services for clients
Mobile Commerce Daily
By Rimma Kats
Tickets.com has partnered with Txtstation to provide clients with the ability to interact with consumers in-venue via mobile.
Tickets.com clients can now interact with fans at games, concerts, events and broadcasts in real-time via SMS. Txtstation will help the company’s clients build brand identity via interactive promotions and mobile marketing.
“Our alliance strategy is to partner with best-in-class companies in order to make industry-leading technologies available to our clients,” said Sheri Fink, director of ecommerce and strategic alliances at Tickets.com, Orange County, CA.
“Txtstation is a leader in the mobile marketing industry and is the ideal partner for Tickets.com so we can provide our clients with cost-effective mobile marketing tools in order to support their business needs,” she said.
“Tickets.com already offers clients mobile ticket purchase and mobile bar code delivery services and partnering with Txtstation is the natural next step by allowing us to add mobile marketing to our mobile offerings.”
Tickets.com, a subsidiary of Major League Baseball Advanced Media, provides event ticketing technologies and services for arts, entertainment and sports organizations worldwide.
Txtstation is a mobile marketing company specializing in sports and entertainment that lets broadcasters, event owners, sponsors and general media communicate with viewers or fans directly via mobile devices.
Paperless tickets
Txtstation will provide custom programs and graphics that will differentiate campaigns for each individual brand and client’s needs.
The real-time one-to-one dialogue with event attendees will let Tickets.com clients identify and capture data on all audience members who respond to a mobile call-to-action.
The information can be used for opt-in, ongoing mobile marketing, cross-promotions and other revenue-building initiatives.
Additionally, Txtstation’s service will deliver revenues from SMS, MMS and content downloads.
"Fans want convenience when they’re purchasing tickets and arriving at events,” Ms. Fink said. “Mobile ticketing provides the ultimate convenience - the ability to purchase tickets anytime, anywhere and have them delivered directly to a mobile device.
“It enables venues/teams to sell tickets up to the last minute and enables the fan to enter the venue without having to wait in a Will Call line to get their tickets.
“With more and more airlines adding mobile boarding pass technologies to their offerings, we expect mobile ticketing to continue to dramatically grow in popularity over the next few years as fans become accustomed to the convenience that mobile offers.”
Other ventures
In August, Tickets.com launched a mobile version of its consumer ticketing Web site called ProVenueMobile.
Users who visit the mobile site at http://mobile.tickets.com can complete a ticket transaction from their handset.
“Using mobile for interactive promotions and marketing during live events engages fans and helps clients strategically build their mobile fan base,” Ms. Fink said. “Venues/teams can identify and capture data on audience members that can be used for sending relevant mobile offers.
“For clients who have ProVenueMobile, fans can click through the mobile offer and purchase their tickets on their mobile phones,” she said. “This enables fans to choose to have the ticket delivered to their mobile phone - the ultimate in convenience.”
Rimma Kats is editorial assistant on Mobile Commerce Daily and Mobile Marketer. Reach her at rimma@mobilemarketer.com.
By Rimma Kats
Tickets.com has partnered with Txtstation to provide clients with the ability to interact with consumers in-venue via mobile.
Tickets.com clients can now interact with fans at games, concerts, events and broadcasts in real-time via SMS. Txtstation will help the company’s clients build brand identity via interactive promotions and mobile marketing.
“Our alliance strategy is to partner with best-in-class companies in order to make industry-leading technologies available to our clients,” said Sheri Fink, director of ecommerce and strategic alliances at Tickets.com, Orange County, CA.
“Txtstation is a leader in the mobile marketing industry and is the ideal partner for Tickets.com so we can provide our clients with cost-effective mobile marketing tools in order to support their business needs,” she said.
“Tickets.com already offers clients mobile ticket purchase and mobile bar code delivery services and partnering with Txtstation is the natural next step by allowing us to add mobile marketing to our mobile offerings.”
Tickets.com, a subsidiary of Major League Baseball Advanced Media, provides event ticketing technologies and services for arts, entertainment and sports organizations worldwide.
Txtstation is a mobile marketing company specializing in sports and entertainment that lets broadcasters, event owners, sponsors and general media communicate with viewers or fans directly via mobile devices.
Paperless tickets
Txtstation will provide custom programs and graphics that will differentiate campaigns for each individual brand and client’s needs.
The real-time one-to-one dialogue with event attendees will let Tickets.com clients identify and capture data on all audience members who respond to a mobile call-to-action.
The information can be used for opt-in, ongoing mobile marketing, cross-promotions and other revenue-building initiatives.
Additionally, Txtstation’s service will deliver revenues from SMS, MMS and content downloads.
"Fans want convenience when they’re purchasing tickets and arriving at events,” Ms. Fink said. “Mobile ticketing provides the ultimate convenience - the ability to purchase tickets anytime, anywhere and have them delivered directly to a mobile device.
“It enables venues/teams to sell tickets up to the last minute and enables the fan to enter the venue without having to wait in a Will Call line to get their tickets.
“With more and more airlines adding mobile boarding pass technologies to their offerings, we expect mobile ticketing to continue to dramatically grow in popularity over the next few years as fans become accustomed to the convenience that mobile offers.”
Other ventures
In August, Tickets.com launched a mobile version of its consumer ticketing Web site called ProVenueMobile.
Users who visit the mobile site at http://mobile.tickets.com can complete a ticket transaction from their handset.
“Using mobile for interactive promotions and marketing during live events engages fans and helps clients strategically build their mobile fan base,” Ms. Fink said. “Venues/teams can identify and capture data on audience members that can be used for sending relevant mobile offers.
“For clients who have ProVenueMobile, fans can click through the mobile offer and purchase their tickets on their mobile phones,” she said. “This enables fans to choose to have the ticket delivered to their mobile phone - the ultimate in convenience.”
Rimma Kats is editorial assistant on Mobile Commerce Daily and Mobile Marketer. Reach her at rimma@mobilemarketer.com.
Wednesday, May 5, 2010
Tickets.com® Partners with Txtstation Global Mobile Marketing to Offer Clients Real-Time Mobile Interactivity with Fans
Tickets.com—a leading global provider of integrated, high-performance ticketing solutions—has announced a partnership with Txtstation Global Mobile Marketing, the recognized leader in mobile interactivity. The new alliance allows Tickets.com—the first and only ticketing company in the United States to offer both mobile ticket transactions and mobile barcode delivery—to expand and enhance the products and services it offers its clients in the explosively growing mobile realm.
By harnessing the power of mobile marketing from Txtstation, Tickets.com makes it possible for clients to dynamically interact with fans at games, concerts, events, and broadcasts in real-time. In addition to heightening the overall experience for consumers with interactive promotions and marketing, Txtstation capabilities will help Tickets.com clients strategically build brand identity with target markets with an engaged and captive audience in place. Custom programs and graphics will differentiate campaigns for each individual brand and client’s needs.
Additionally, real-time one-to-one dialogue with event attendees will allow Tickets.com clients to identify and capture data on potentially all audience members—not just ticket buyers—that can be used for opt-in, ongoing mobile marketing, cross promotions, and other revenue-building initiatives. Mobile marketing solutions from Txtstation also deliver incremental revenues from premium text messages (SMS), multi-media messages (MMS), and content downloads.
“Our alliance with Txtstation is in alignment with our strategy to partner with industry-leading companies who can provide exceptional technologies at competitive pricing,” said Sheri Fink, eCommerce and Strategic Alliances, Tickets.com. “We look forward to offering our clients real-time mobile interactivity with their fans.”
Txtstation Global Mobile Marketing (www.txtstation.com) has been providing mobile interactivity products and services to events, sports teams, music/entertainment properties, broadcasters, brands, and agencies since 2004. “We are excited about collaborating with Tickets.com to boost mobile interactivity for their clients,” said Michael Falato, Vice President of Sales & Business Development, Txtstation. “I think our companies are well matched in terms of commitment to technological innovation and customer service, and I see many opportunities for synergy in supporting Tickets.com and its broad range of clients.”
Tickets.com is at the vanguard of mobile technologies and website mobilization in the ticketing and admissions service industry. Its proprietary ProVenueMobile™ product is the first mobile ticketing technology allowing fans to browse listings and make real-time purchases from their mobile phones without the need to “click to call” to finalize the transaction. Its Tickets@Phone® technology is another pioneering product, offering consumers the option to digitally receive unique barcoded tickets directly and securely to their mobile phones for a 100% mobile—and green—ticket-buying experience.
By harnessing the power of mobile marketing from Txtstation, Tickets.com makes it possible for clients to dynamically interact with fans at games, concerts, events, and broadcasts in real-time. In addition to heightening the overall experience for consumers with interactive promotions and marketing, Txtstation capabilities will help Tickets.com clients strategically build brand identity with target markets with an engaged and captive audience in place. Custom programs and graphics will differentiate campaigns for each individual brand and client’s needs.
Additionally, real-time one-to-one dialogue with event attendees will allow Tickets.com clients to identify and capture data on potentially all audience members—not just ticket buyers—that can be used for opt-in, ongoing mobile marketing, cross promotions, and other revenue-building initiatives. Mobile marketing solutions from Txtstation also deliver incremental revenues from premium text messages (SMS), multi-media messages (MMS), and content downloads.
“Our alliance with Txtstation is in alignment with our strategy to partner with industry-leading companies who can provide exceptional technologies at competitive pricing,” said Sheri Fink, eCommerce and Strategic Alliances, Tickets.com. “We look forward to offering our clients real-time mobile interactivity with their fans.”
Txtstation Global Mobile Marketing (www.txtstation.com) has been providing mobile interactivity products and services to events, sports teams, music/entertainment properties, broadcasters, brands, and agencies since 2004. “We are excited about collaborating with Tickets.com to boost mobile interactivity for their clients,” said Michael Falato, Vice President of Sales & Business Development, Txtstation. “I think our companies are well matched in terms of commitment to technological innovation and customer service, and I see many opportunities for synergy in supporting Tickets.com and its broad range of clients.”
Tickets.com is at the vanguard of mobile technologies and website mobilization in the ticketing and admissions service industry. Its proprietary ProVenueMobile™ product is the first mobile ticketing technology allowing fans to browse listings and make real-time purchases from their mobile phones without the need to “click to call” to finalize the transaction. Its Tickets@Phone® technology is another pioneering product, offering consumers the option to digitally receive unique barcoded tickets directly and securely to their mobile phones for a 100% mobile—and green—ticket-buying experience.
Monday, August 3, 2009
Study: Mobile Media Soars, Marketers Must Adapt
Media Week
Steve McClellan
One out of every seven minutes of media consumption today takes place via mobile devices, according to new research from IPG's Universal McCann and AOL.
And with mobile usage expected to grow by 60 percent over the next two years, marketers must devise appropriate ways to communicate about their brands with mobile users or they risk missing out on huge opportunities.
With 63 million mobile Web users in the U.S. -- 19 million of whom access the Internet on a weekly basis -- Stuart Rodnick, senior director of strategic insights at AOL, said that mobile is leading a "social transformation."
The study, which polled 1,800 mobile users over the fourth quarter of last year and first quarter of 2009, found that 80 percent of smart-phone users are satisfied using the quality of the Internet on their mobile devices. Essentially those consumers are saying, "My life is better now," said Rodnick.
Ninety-five percent of the respondents said they used mobile media to fill downtime; 82 percent said they use it at work; 81 percent while shopping; 80 percent at home; and 65 percent while commuting to their jobs.
That usage "creates an unprecedented opportunity for marketers to transition with consumers as they move from activity to activity throughout the day," the study concludes.
Among specific activities, 73 percent of respondents reported searching for maps and directions while 55 percent said they participated in social networking or sought out restaurant and movie listings or reviews. Forty-four percent reported seeking national news and information. "It's basically a guide to leisure life," said Rodnick.
According to Graeme Hutton, director of consumer insights at UM, a key finding of the research was the "media-meshing" nature of mobile. "It's not a stand-alone media source," he said, noting that 77 percent of those polled in the research said they use TV and mobile at the same time to enhance the overall media-consumption experience.
The research also showed that 55 percent of mobile users follow brands across multiple media while 56 percent said they have been driven to mobile from other media. Conversely, 42 percent said they have been driven from mobile to other media.
"Brands have a compelling opportunity to engage consumers in mobile," said Hutton, noting that 27 percent responded that they were "completely focused" when using mobile, slightly lower than the 33 percent who reported being completely focused when surfing the Web on computers, but higher than many traditional media such as TV, newspapers and magazines (all less than 20 percent) and radio (6 percent).
Mobile users are surprisingly accepting of advertising, said Hutton, noting that 38 percent of respondents said they had taken action based on mobile ads. Almost 30 percent said mobile ads had led them to share information, while 22 percent said mobile ads had influenced a purchase decision.
"Mobile is a separate channel" that allows marketers to talk to consumers wherever they go, said Hutton. But it's critical, he said, "to let the consumer lead and place the relationship alongside of it."
Learn about Tickets.com's mobile ticketing solutions >
Steve McClellan
One out of every seven minutes of media consumption today takes place via mobile devices, according to new research from IPG's Universal McCann and AOL.
And with mobile usage expected to grow by 60 percent over the next two years, marketers must devise appropriate ways to communicate about their brands with mobile users or they risk missing out on huge opportunities.
With 63 million mobile Web users in the U.S. -- 19 million of whom access the Internet on a weekly basis -- Stuart Rodnick, senior director of strategic insights at AOL, said that mobile is leading a "social transformation."
The study, which polled 1,800 mobile users over the fourth quarter of last year and first quarter of 2009, found that 80 percent of smart-phone users are satisfied using the quality of the Internet on their mobile devices. Essentially those consumers are saying, "My life is better now," said Rodnick.
Ninety-five percent of the respondents said they used mobile media to fill downtime; 82 percent said they use it at work; 81 percent while shopping; 80 percent at home; and 65 percent while commuting to their jobs.
That usage "creates an unprecedented opportunity for marketers to transition with consumers as they move from activity to activity throughout the day," the study concludes.
Among specific activities, 73 percent of respondents reported searching for maps and directions while 55 percent said they participated in social networking or sought out restaurant and movie listings or reviews. Forty-four percent reported seeking national news and information. "It's basically a guide to leisure life," said Rodnick.
According to Graeme Hutton, director of consumer insights at UM, a key finding of the research was the "media-meshing" nature of mobile. "It's not a stand-alone media source," he said, noting that 77 percent of those polled in the research said they use TV and mobile at the same time to enhance the overall media-consumption experience.
The research also showed that 55 percent of mobile users follow brands across multiple media while 56 percent said they have been driven to mobile from other media. Conversely, 42 percent said they have been driven from mobile to other media.
"Brands have a compelling opportunity to engage consumers in mobile," said Hutton, noting that 27 percent responded that they were "completely focused" when using mobile, slightly lower than the 33 percent who reported being completely focused when surfing the Web on computers, but higher than many traditional media such as TV, newspapers and magazines (all less than 20 percent) and radio (6 percent).
Mobile users are surprisingly accepting of advertising, said Hutton, noting that 38 percent of respondents said they had taken action based on mobile ads. Almost 30 percent said mobile ads had led them to share information, while 22 percent said mobile ads had influenced a purchase decision.
"Mobile is a separate channel" that allows marketers to talk to consumers wherever they go, said Hutton. But it's critical, he said, "to let the consumer lead and place the relationship alongside of it."
Learn about Tickets.com's mobile ticketing solutions >
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