Mobile marketing, as defined by The Mobile Marketing Association (MMA) is "the use of wireless media as an integrated content delivery and direct response vehicle within a cross-media marketing communications program."
Ok, so what does that mean? What this essentially means is that mobile marketing is not a single marketing channel but rather one of many media outlets. The key to mobile marketing success is being able to integrate the mobile portion with other traditional as well as digital media elements.
How to Succeed with Mobile Content
It's important for ad agencies and brands to consider several key issues, technologies and opportunities that can help leverage a mobile marketing campaign. Some of these include:
- Utilizing the advanced capabilities of today’s high- tech wireless networks and devices
- Identifying niche audiences and catering to their interests
- Presenting mobile content in a way that will attract the target audience
- Taking into consideration the interactivity among the entire wireless sphere, which includes wireless carriers and developers
- Promoting peer marketing by providing easy ways for loyal customers to recommend content to their network of friends
- Establishing marketing guidelines that help ensure that mobile marketing campaigns remain fair, transparent and customer-friendly
- Learning how to obtain SMS short codes and also how to establish a marketing campaign around them
- Learning how to maximize the effectiveness of the mobile channel using wallpaper and ringtones to create a buzz and build brand awareness
Benefits of Mobile Marketing
Some of the benefits offered by the text messaging channel include:
- Immediacy - Mobile campaigns are simple to create and implement and messages are delivered to recipients within a matter of seconds
- Reach - Unlike e-mails that can get filtered out inadvertently as spam, delivery of SMS messages to cell phones is almost fool proof
- Mobility - Customers receive SMS messages on their cell phones anytime, anyplace
- Affordability - As the volume of SMS messages increases, the price of sending them drops significantly
- Effectiveness - Studies show that the average SMS response rate is 15% as opposed to the 3.5% response rate for direct mail and other traditional promotional techniques
- Personalization - Personalized content and text messages are only sent to those customers who have opted to receive them through various opt-in methods
- Cross-medium form of marketing - The mobile channel can be easily integrated with press, TV advertising and radio channels
- Viral communication - Built-in tools promote message forwarding to various social networks creating a kind of marketing that is distinctly viral in nature
Written by: David C Skul - CEO
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