Mobile marketing is not going to live up to the high expectations that professionals originally had for 2009, but the industry is hoping for a strong 2010.  Magna research group has downgraded the forecast for 2oo9 grown to reach $229 million in spending, down from the original forecast but still up from $169 million last year.  Magna believes the app phenomenon (driven by Apple) will be the piece of the puzzle that will allow mobile marketing spending to continue to grow in future years.  Magna’s research says that mobile ad networks and basic text messages will be the medium’s bright spots moving forward.

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For an example of mobile marketing done right, all you have to do is read about T-Mobile in the UK.  They have successfully hosted several events with thousands of people, simply by text messaging the time and place to their subscribers or inviting people via Twitter and Facebook.  Their latest event in Trafalgar Square was attended by 13,5oo Londoners who all participated in a Karaoke session.  Songs included ‘Summer Nights’ from Grease, Britney’s ‘Hit Me Baby One More Time’ and ‘Hey Jude’ by the Beatles.  T-Mobile’s use of the karaoke to get the point across for their “Life’s For Sharing” campaign was definitely a success. The crowd was even treated to Pink showing up and singing a little song for them.  I don’t think that anyone who showed up at the event left disappointed.

Here is a video of the crowd singing Hey Jude.

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