Mobile Marketing SMS: The Advent Of A New Promotion Platform

Tanya J. Montague

Mobile marketing can refer to two things: mobile marketing as in wandering or in persistent motion of publicity like road shows and billboards, and the current one, mobile marketing SMS as in the use of mobile to make the customers.

The first definition is considerably categorized to the traditional medium of marketing, wherein a produce or a service has to be broadcasted or advertised to a specific target market or to a particular type of the populace, for instance, regular commuters or bystanders. This kind of approach is quite specific in its range as well as can be costly. The SMS mobile marketing on the other hand is a rather trendy and one of the newest methods of marketing that uses man’s handiest device, the cellphone so to market or sell a particular service or merchandise. It uses short codes assigned by mobile operators to all advertisers, and for these short codes can be shared by several small-time companies-it becomes pretty cheaper.

There are different types of mobile marketing. There is mobile marketing by MMS, Bluetooth, Infrared, proximity systems, In-game marketing and web marketing. Mobile marketing SMS however is the most authenticated and one of the most well-liked option for advertisers given that the big customer market in Europe, America and Asia owns more cellular phones than tv or radio. In Europe itself, more than 100 million of SMS publicity is sent each month. According to mobile statistics for the year 2009, about 2.1 billion of cellphone owners subscribe to SMS text messaging and 55% remark they use their handsets for business purposes.

Almost all brand name companies as well collect reviews and reports from buyers and consumers through cellular phones, making it as one of the easiest mechanism for the exchange of information amongst companies and its customers. Dunkin Donuts for instance in Italy has reported a 9% improvement on their sales because of an interactive phone campaign. Unlike with e-mail marketing, which automatically brand the advertisements and promotion as “spam,” SMS advertising now has been more regularized and uniform, sending only data and updates to those who have gamely disclosed their contact information to the company, thus regulating complaints from people who do not like to have unwelcomed and unlikely promotional post in their cellular phones. According to statistics, 65% of e-mail is considered as spam, whilst 10% of SMS are branded as spam.

Under short code, SMS advertising can also be sent to e-mail, and toto social networking sites, hence expanding their popularity and multiplying the number of their receivers. Currently, about one third of all mobile phone users use mobile phones that can enable them access to the internet, and it’s estimated to get higher in a year or so. There are also millions of persons each day engaging in online shat through skype for example who have 20 million of users each night, and Facebook who have 350 million of active members. Due to smartphones, the users are now enabled to access and to link to these sites via their cell phones. Indeed, mobile marketing SMS is among one of the wisest choices for those who want to boost their sales.

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