14/01/11

By Julie Strawson, Monotype Imaging


Mobile marketing has rightly been championed as one of the most effective means to raise a brand’s profile and create dialogue between people and organisations. It has rapidly established itself as a multi-billion dollar industry and predictions are that it will hit the $50 billion mark by 2014[1].With recovery beckoning, ignoring it would undoubtedly result in losing ground to competitors, making it an unavoidable part of any integrated marketing strategy today.


So what would be the essential ingredients to executing an effective mobile marketing campaign — dazzling imagery, entertaining content, flash animations? These all certainly contribute, but what about one of the most fundamental, yet overlooked aspects — the typeface? Some may argue that this should be an afterthought. Surely the audience you are trying to reach cares more about the message than how it looks and the font it is presented in? Apparently not, as our research revealed that typefaces elicit subconscious emotions in consumers that are used to seeing companies and brands displayed in a certain way. The results of this research highlight that the implementation of brand typefaces must be at the forefront of any new mobile marketing strategy


Monotype Imaging recently conducted research with Opinion Matters by surveying over 2,000 people across the UK and asking them about their attitudes and levels of trust towards branding on mobile. Less than 1% would definitely trust the credibility of a brand if the font in the text was different to what they were used to seeing. This statistic emerged despite over 60% stating that they have not taken time to consider the role a font plays in an organisation’s brand. With nearly half (46%) of all polled users now using their phones to gather information from the Internet, the findings should act as a wake-up call to mobile marketers on not only the increased use of the Internet on mobiles, but also the need for authoritative typography in their respective campaigns.


The importance of getting typography right was magnified further when consumers were asked to consider just the logo, as opposed to all the text presented. If the typeface in the brand’s logo was different than normal, only eight percent would give up their details to a brand, and 94% said they would not download a mobile application or trust a mobile promotion if the supporting text did not look right demonstrating the subconscious, inherent trust the public places in typography.


With such widespread awareness of spamming today and with data breaches so high on the news agenda for the last couple of years, typography has never been more important to brands. Mobile marketing undoubtedly presents the opportunity to attract new customers and gain competitive advantage during the recovery. However, fail to get the fonts right and your target audience will simply not trust what they are seeing. Indeed your campaign could fail before it’s even got into its stride.