Mobile marketers react to economic slowdown: Part III

By Staff reports

November 17, 2008

Is mobile recession-proof?

This is the third part of a series that looks 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.

Roberto Chaves, CEO of Didmo, Stockholm, Sweden
In the face of future economic uncertainty and hardship, we're seeing increased traffic on our platform for free mobile games, particularly since the Beta launch of our Didmo community Web site. Yet, like every other company, we're feeling the effects of tightened advertising budgets, specifically in regards to mobile.

This just means that we have to work extra hard to show that consumers are increasingly accepting of mobile advertisements and back this up with data, and that ad dollars spent will have more value on the mobile than anywhere else in terms of click-through rates and a more targeted audience.

Our campaigns are achieving 5-10 percent click-through rates and recent studies support that people are more responsive to mobile advertising over other forms of internet advertising.

Especially in uncertain economic times, advertisers are looking for the highest bang for their buck, and mobile has the numbers to compete over any other delivery platform.

To put it simply, DIDMO has increased its efforts with marketing and sales activities that directly impact the conversion of advertisers who are looking to execute successful campaigns with the limited budget they may have, and we can provide the results they're looking for."

Adam Lichstein, chief operating officer at New York-based ShopText
Obviously, the economic slowdown is forcing everyone to take a hard look at all budgets. But we think the slowdown also creates opportunities for new technology such as ShopText.

Companies are being forced more than ever to get more from their media -- more leads, more sample requests, more drive to buy, more data, etcetera.

Companies such as ShopText and various other mobile solutions allow brands to drive more value from their existing media. It also allows them to optimize TV, radio and print so they are focusing their resources on the highest performing channels.

We believe the current economic climate places even more emphasis on media ROI and this is causing companies to test and adopt new mobile solutions.

If you are spending money on advertising right now, you want to know that a consumer is engaging with your media."

Brent Dietz, director of communications for AuthenTec, Melbourne, FL

"Regardless of market conditions, our customers and their end customers (PC and cell phone users) care about cost, value and innovation.

Our challenge is to reduce the cost of our products (a constant for those of us in the chip business), increase our product value by integrating more features, and continue to push the bounds of innovation through software enhancements, product durability and ease of use."

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