Mobile Marketing

Mobile marketing is fast becoming the tool of choice for internet marketers who want measurable and cost – effective results. It relates to marketing on or with a mobile device, such as a cell phone using SMS Marketing.

In November 2009, the Mobile Marketing Association updated its definition of Mobile Marketing thus:

Mobile Marketing is a set of practices that enables organizations to communicate and engage with their audience in an interactive and relevant manner through any mobile device or network

Mobile marketing is also commonly known as wireless marketing although the use of wireless technology as we know it is not a prerequisite.

Mobile marketing via SMS Marketing

Marketing on a mobile phone known as SMS Marketing has become increasingly popular ever since the rise of SMS (Short Message Service) in the early 2000s in Europe and some parts of Asia when businesses started to collect mobile phone numbers and send off content. On average, SMS messages are read within four minutes, making them highly convertible.

Over the past few years SMS Marketing has become a legitimate advertising channel in some parts of the world. This is because unlike email over the public internet, the carriers who police their own networks have set guidelines and best practices for the mobile media industry (including mobile advertising). The IAB (Interactive Advertising Bureau) and the Mobile Marketing Association, as well, have established guidelines and are evangelizing the use of the mobile channel for marketers.

Mobile marketing via SMS has expanded rapidly in Europe and Asia as a new channel to reach the consumer.

SMS initially received negative media coverage in many parts of Europe for being a new form of spam as some advertisers purchased lists and sent unsolicited content to consumer’s phones; however, as guidelines are put in place by the mobile operators, SMS has become the most popular branch of the Mobile Marketing industry with several 100 million advertising SMS sent out every month in Europe alone.

In Europe the first cross-carrier SMS shortcode campaign was run by Txtbomb in 2001 for an Island Records release, In North America it was the Labatt Brewing Company in 2002. Over the past few years mobile short codes have been increasingly popular as a new channel to communicate to the mobile consumer. Brands have begun to treat the mobile shortcode as a mobile domain name allowing the consumer to text message the brand at an event, in store and off any traditional media.

SMS Marketing services typically run off a short code, but sending text messages to an email address is another methodology. Short codes are 5 or 6 digit numbers that have been assigned by all the mobile operators in a given country for the use of brand campaign and other consumer services.

Due to the high price of short codes, many small businesses opt to share a short code in order to reduce monthly costs. The mobile operators vet every short code application before provisioning and monitor the service to make sure it does not diverge from its original service description.

As the use and usefulness of Mobile marketing continues to grow, so does the expertise of the team at Glass Frog; if you would like to discuss how mobile marketing can increase your marketing reach, please call the team at Glass Frog on 0191 516 6262.

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