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UK Marketers Create Anytime Messages to Meet Skyrocketing Mobile Usage


This week I encountered something that I didn’t think was possible: I met someone who does not own a mobile phone. You can pick your jaw up off the floor now.  I had the same reaction.

This guy must have been one of the only people—if not the only person—in London who does not own a mobile device. Hey, maybe some people just don’t want to be connected 24/7.

Based on recent data on smartphone penetration in the UK,  this encounter is definitely the exception to what is on pace to become the rule.  The one recent stat that I read that really jumped out at me was that, three out of four UK mobile phone users will own a smartphone by 2016. That stat just screams out opportunity for UK marketers.

Based on the feedback that we get from clients and thought leaders throughout the UK, incorporating the mobile channel into marketing strategy is a top prirotiy for UK marketers.  It only makes sense that UK marketers are ready to invest heavily in their mobile strategy. Mobile phone penetration in the UK is at 58% with tablets growing fast at 19%. Whether they are using their mobile devices to communicate, stay informed, make purchase or to keep entertained, they are using their mobiles more and more.

If you are looking for a few tips on how to enhance your mobile strategy, look no further. We have put together a list of must-do’s for UK marketers to implement as part of their mobile and multi-channel campaigns. Check out our 10 Mobile Marketing Tips for 2013.  We recently kicked off a breakfast briefing series in our London office called “ExactTarget Digital Mornings” (#ETDigitalMornings). Currently we are running a series called the “Cross Channel Challege” where we help educate our clients how to create multi-channel campaigns that deliver relevant and timely messages anytime, anywhere.

We asked our clients what the number one channel they were most interested in hearing about was. Any guesses as to what the overwhleming response? Yes, you guessed it: MOBILE.  Our next Digital Morning breakfast briefing is happening in London this Friday the 22nd, March. We are fortunte to have ExactTarget’s Vice President of Mobile Products, R.J. Talyor, joining us to provide insights on developping a winning mobile strategy as well as present client case studies. Please visit the Digital Mornings website and register to join us for our session on Friday: ET’s Digital Morning’s Mobile Breakfast Briefing.

This post was originally published by ExactTarget Email Marketing on March 21, 2013.

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