January 2, 2006
The Rise of Branded Ringtones
Consumers with a fondness for their favorite brands are downloading branded content to their phones to personalize them, and brand marketers are beginning to realize that every promotional asset (from logos and images to sound bites) has the opportunity to become a digital sales tool, explains iMedia Connection.
Consumers respond well to ringtones that are highly recognizable, whether that's from heavy radio play or advertising. Each time their phone rings, others around them hear the advertiser's message. And it's not just the idea of ringtones and wallpaper that's driving consumers, but also the integration of other promotional elements, such as the use of free promotional codes and giveaways that reward those who download branded files.
According to a study by research firm LogicaCMG, 90 percent of mobile phone users admit to being influenced by marketing promotions offered by their network provider. In return, companies are able to reach consumers wherever the road takes them, and it's no mystery to marketers that the more consumers interact with a brand's content, the more likely they are to carry that with them when they make their purchasing decisions.
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