Mobile Marketing Memory

Till date most companies practice compensating mobile marketers based on response rates to the SMS campaigns. However, given the simple messages provided in personalized clutter free space, consumers also remember the provided information irrespective of whether they responded or not. So the value of mobile marketing campaigns is not limited to the response rate; they also create memory that can aid future purchases through other channels. In a recent paper published by Tetherball the researchers explore what type/format of information is better remembered, and what types of audiences are likely to better remember such information. Interestingly, it finds that the group responsible for triggering highest usage of the mobile internet (late 30's professionals with high education and income) show the poorest recognition accuracy of promotional information.