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Mobile Internet (WAP) Sites are important says study

wap_logo.gifTrilibis Mobile released the results of an informal study which shows the importance of having a mobile internet (WAP) site when running mobile marketing campaigns, and identified the most important features to inspire consumers to engage with the brand.

Based on the experience from 60 campaigns over the past 18 months for a variety of major brands, the study identified the top 5 factors to be:

  • certain types of voting/polls,
  • blogs led by experts,
  • branded storefronts,
  • informational content, and
  • trivia.

Richard Wheaton, Managing Director of Neo@Ogilvy UK, made these remarks last week on the subject of advertiser WAP sites:
“most brands have made some investment already, but frankly they are holding off on completely moving their online sites to WAP until they are sure the business is there. However, we are seeing that companies are very successfully building more limited, special purpose WAP sites that receive the click through from mobile advertising. These special WAP sites offer very specific services, for example gather customer details, provide product information, or even complete a purchase”.

Read an in-depth interview with Richard Wheaton HERE.

Download the Trilibis Mobile press release HERE.

01.05.2007    Tags: ,
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