Enpocket, the mobile marketing specialist, has teamed up with O2 to launch MMS Insight – the first major study of how marketers can benefit from use of photos, music, colours, logos and animation in advertising to consumers’ mobile phones.
MMS Insight is a research programme that gives marketers the opportunity to test a variety of MMS campaigns to selected, opted-in, O2 MMS users. Extensive research will give each marketer detailed understanding of how MMS marketing should best be employed for their brand, whilst benefiting from the aggregate learnings across all brands. Brands will learn not just how MMS performs, but how it integrates into traditional and digital media campaigns.
A key element of the programme will be testing and understanding how content and advertising fuse together in MMS. This will see mobile marketing following the same model as all other media – where advertising subsidises content costs.
4 major brands including First Direct and others represented by Carat Interactive have already signed to the MMS programme. There is limited availability for 7 more brands to participate.
Laurence Alexander, CEO of O2 online said of the launch of MMS Insight: “Enpocket and O2 have worked together since 2001 to provide brands with leading edge understanding of how mobile delivers as a marketing medium. MMS Insight extends this lead by helping brands understand the next significant step in the rapid evolution of the medium.”
Rob Lawson, co-founder of Enpocket, commented: “Enpocket has shown through over 50 market research studies into more than 200 SMS campaigns that mobile is a very powerful medium. It will be exciting to see with MMS how the added richness of colour pictures, audio and animation improves performance for marketers.
SMS became a huge consumer-to-consumer medium before marketers found ways to employ it as a marketing channel. With MMS we are integrating marketing from the start and consumers may well find that marketing campaigns are some of the most sophisticated and engaging MMS applications they receive.”
Brands and agencies interested in taking part in MMS Insight should contact rlawson@enpocket.com. To view previous Enpocket Insight reports into the impact of SMS marketing activity on Consumer Preferences, Branding and Response please visit www.enpocket.com.
