| Christian radio advertising executives at America's | | | | phones in the marketplace today have text |
| leading Christian broadcasting company are being | | | | messaging capabilities. M:Metrics also reports that |
| retrained to know the emerging and digital media | | | | 43% of mobile subscribers in the U.S. (92.5 million |
| market as more and more traditional advertisers | | | | people) are actively engaged in text messaging, and |
| consider the broader options now available. Some of | | | | that 41 million send text messages almost every day. |
| the most popular direct to consumer advertising ideas | | | | A semiannual survey found carriers reporting 28.8 |
| that are emerging involve mobile marketing strategies | | | | billion text messages for the month of June |
| and that means "back to school" for many radio | | | | 2007-almost one billion a day. |
| advertising executives. | | | | Greg Lhamon, VP of Sales for Salem Radio |
| According to Salem Radio Representatives, some of | | | | Representatives suggests that no longer can forward |
| America's leading advertisers are moving toward the | | | | thinking executives limit their offering to just selling |
| mobile marketing trend. As one of their marketing | | | | radio time. "It's not that radio's dead, far from it. |
| articles states, "Within the next four years, over half | | | | However, if we are to serve our customers with |
| of the top 50 brands in North America (52%) expect | | | | effective marketing strategies, we can no longer just |
| to spend between 5-25% of their overall budgets on | | | | be selling radio schedules. We must learn the new |
| mobile marketing efforts. Of these brands, more than | | | | technology; understand the emerging media options |
| 40% have already invested in text messaging | | | | that are being born out of the digital age and begin |
| campaigns, still the most popular mobile service to | | | | to integrate these options as a part of an overall |
| date." | | | | advertising strategy so we can continue to provide |
| The trend is likely to continue as more and more | | | | our clients with powerful and effective advertising." |
| Americans use mobile phones as a primary form of | | | | Look for mobile marketing strategies to become |
| communication. "According to a recent report from | | | | more and more popular as leading companies get a |
| M:Metrics, approximately 86%of the U.S. population | | | | handle on how to effectively measure this emerging |
| (13+) owns a mobile phone, and 95% of all mobile | | | | media option. |