Building brand awareness through Wireless Application Protocol sites

A new study shows that mobile marketing can increase brand awareness by 23%.
In addition, the study also indicates that mobile marketing can increase brand favourability by 5% and purchase intent by 4%.

The research conducted by Dynamic Logic, a Millward Brown research company, calculated the branding effects of mobile advertising campaigns across a number of industries, including alcohol, automotive, consumer electronics, FMCG, entertainment, financial services, retail, telecommunications and travel.

The promotions comprised of display ads on mobile Wireless Application Protocol sites and downloadable mobile applications.

The reseaqrch revealed that aided brand awareness increased by six per cent and message association by 12%.

Angela Whitelaw, director of client services at Dynamic Logic claims: “As we measure more campaigns, we will continue to build these averages into a normative database that can be used to help marketers understand what’s working and what’s not on mobile. Ultimately, we’d like to have norms that can be used for mobile campaigns in the same way our database is used for online performance benchmarking and planning.”