Cell Phone Advertising Receptive in China
China is going the way of Japan when it comes to mobile marketing promotions. China has about 450 million cell phones and is a rapidly growing market for mobile phone adoption. In fact, the Chinese market is huge compared to Japan with just over 100 million cell phone subscribers.
Text message marketing has been around for years in Asia. The key to the success of the Chinese mobile advertising efforts, however, have been found in interactive text messaging promotions. In 2002, residents of Beijing competed in a campaign to guess the high temperatures for each day in a month in the city. The winner received a one year supply of Coca-Cola and the campaign attracted more than four million messages, according to a recent article in the Wall Street Journal.
Shanghai based advertising agency executives David Turchetti says that his open rate for email based advertising is 20-30% whereas mobile advertising open rates exceed 95%.
