Mobile marketers react to the economy: Part I

By Staff reports

November 13, 2008

Is mobile recession-proof?

This is the first part of a series that will look into how mobile marketers and their clients are reacting to the economic slowdown. For some the next year looks bleak and for others, the economy may be an opportunity for the industry.

Mobile Marketer's reporters got in touch with the various companies that make up the mobile ecosystem and asked them one question: How are you and your clients reacting to the ongoing economic slowdown? Here is what some respondents had to say.

Eleanor Banco, associate director of public relations for Style.com and Men.Style.com, Conde Nast, New York.

"Style.com. has had a great response to, and continues to receive great feedback and activity since the release of our Style.com iPhone app.

Even in a downward economy, the number of people downloading the Style.com app has only increased.
The images and information provided in the app create a sense of escapism and entertainment for the user.

Amidst uncertain times, fashion can be fantastical. Never mind the fact that it's fast. You'll receive fashion information as quickly as the economic report."

Jason Spero, vice president of marketing at AdMob, San Mateo, CA.

"The current economic conditions are challenging and we are keeping a close eye on the economy just like everyone else. We have not yet had any advertisers pull back on campaigns, but think we will not see the full impact until next year.

However, AdMob is a strong company in a good position and we do expect our growth to continue, albeit at a potentially slower rate. In difficult economic times advertisers shift budget to media that is measurable.

Since mobile is one of the most measurable forms of media today we believe that we will benefit from that shift," he said. "Mobile advertising is performing well and delivering measurable results for both direct response and brand advertisers.

We are also continuing to see new advertisers jump into mobile to take advantage of the opportunity it presents to reach a targeted audience of valuable consumers."

David Kohl, U.S. head of sales for Nokia Interactive Advertising.

"In this tough economic environment, mobile has become an opportunity to tap into ROI and accountability -- an opportunity to build, share and deliver results for branded advertisers.

Accountability is the No. 1 word in business today; branded advertisers are focusing on the need to deliver measurable ROI, accountability of corporate procurement agents to deliver maximum cost efficiencies and accountability to deliver media goals.

Agencies and clients have indicated that there will be a strong shift to digital and mobile in 2009 to satisfy these metrics for success."

Mobile Marketer's Giselle Abramovich, Dan Butcher and Mickey Alam Khan did the reporting for the "Mobile marketers react to the economy" series.

If you are interested in providing your thoughts on the economic slowdown email .