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News Focus: DMA tracks mobile marketing's progress.
The Direct Marketing Association has made a move to put mobile marketing on the map with its Mobile Marketing Insight Study, a report with quarterly benchmarks that chart the medium's progress.
The report, put out by the DMA Mobile Marketing Council, showed that SMS was the dominant mobile marketing format in the first quarter of 2007.
The report said 87 million texts were sent in Q1, with 15 per cent of mobile service providers surveyed reporting a 100 per cent increase in text messages sent year on year. Fewer than five million messages with URLs were sent on behalf of brands during that period, and multimedia messages (MMS), which carry audio or video, were only used to a limited degree by marketers.
Nick Fuller, chair of the DMA Mobile Marketing Council, which hopes to educate marketers on the channel's potential, said: 'We find that many brands don't use mobile marketing ...
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