Mobile phone marketing, otherwise known as SMS marketing, is the modern evolution of direct promotion. Direct promotion has always been supported by businesses as a specialized and focused method of reaching new consumers and, with the rise of cell phones, SMS marketing has increased in popularity. SMS marketing is perhaps best defined as the practice of marketing products and services using digital distribution channels to reach customers in a quick, focused, personal and cost-effective manner.
The most common form of digital marketing is SMS marketing, which has expanded very quickly in Europe and Asia. It is predicted that several hundred million promotional messages are sent through SMS every month in Europe alone. SMS stands for 'short message service' and is a communication form unique to mobiles where a short message can be quickly sent to any cell holder. As well as sending information to consumers, advertisers can often encourage consumers to participate in promotional and brand publicity promotions by encouraging consumers to SMS a specific number at an event in order to enter a competition, to receive a prize or to have their SMS displayed on a multimedia wall at an event. All of these methods involves the consumer through the medium of SMS and creates brand exposure.
There are many other types of digital marketing. One example is sending messages via MMS, which is a multimedia version of SMS, allowing consumers to receive messages with color, pictures and video. There is also mobile web marketing, where companies publicize marketing aims through websites accessed by mobiles. Publicists often make innovative use of SMS marketing such as location-based services where consumers are offered specific promotions and other network-related information and promotional material based on their location. With the range of methods and options available to marketers, it is no wonder that a recent marketing survey found that 89% of major brands planned to promote their products through digital marketing by the end of 2008.
SMS marketing is an example of what is known within the industry as "push" marketing. The thought behind push marketing is that that the business has to send (push) the information to the subscriber in order for the material to be received. This is different to "pull" marketing, a more unobtrusive form of advertising, where it is consumers who seek out the information from sources such as websites or blogs.
There are lots of advantages to SMS marketing. Primarily, the attraction is that this form of advertising can be personalized to the subscriber. This is the gold standard in marketing as it means getting the material specifically to the group it's focused on, rather than wasting money on an broad campaign. The specialization allowed by this mode of promotions, which results in a more cost-effective campaign, is one example why a high return on investment is possible with SMS marketing. Another advantage of SMS marketing is the detailed tracking and reporting of users it allows. Through this medium, companies can track how many subscribers received their material and also access specific data about each consumer such as their name, their age, their demographic and where they're located. This allows a marketer to raise profiles of their subscribers; data which then guides future promotional campaigns and, ideally, their success.
It is noted in the industry that push marketing, of which SMS marketing is a form, can help drive new cash flows and brand exposure if it is implemented correctly and appropriately. This is because it makes consumers aware of recent changes that they may not think to enquire about already and the way the information is written, and even the fact that the information is being delivered by a contemporary, young medium such as SMS, can say a great deal about a brand and a company.
There are, however, some negatives to SMS marketing. Inherently, it needs a mechanism - the cell - to be able to deliver content. The company, as well, needs to make use of specific technology and applications in order to send the information to users, which can lead to substantial outlay. Another negative is the fact that SMS marketing is heavily regulated by the telecommunications industry in response to public disquiet about what data and promotions they get exposed to. Most Western countries have laws in place that compel companies to gain the approval of users before promotional material is received by them and must clearly give them with an 'opt out' option if they want to stop receiving information. If businesses are found to be in violation of these laws, network providers can block marketing information by companies.
As mobile technology improves, SMS marketing will certainly continue to rise in relevance. - 15275
The most common form of digital marketing is SMS marketing, which has expanded very quickly in Europe and Asia. It is predicted that several hundred million promotional messages are sent through SMS every month in Europe alone. SMS stands for 'short message service' and is a communication form unique to mobiles where a short message can be quickly sent to any cell holder. As well as sending information to consumers, advertisers can often encourage consumers to participate in promotional and brand publicity promotions by encouraging consumers to SMS a specific number at an event in order to enter a competition, to receive a prize or to have their SMS displayed on a multimedia wall at an event. All of these methods involves the consumer through the medium of SMS and creates brand exposure.
There are many other types of digital marketing. One example is sending messages via MMS, which is a multimedia version of SMS, allowing consumers to receive messages with color, pictures and video. There is also mobile web marketing, where companies publicize marketing aims through websites accessed by mobiles. Publicists often make innovative use of SMS marketing such as location-based services where consumers are offered specific promotions and other network-related information and promotional material based on their location. With the range of methods and options available to marketers, it is no wonder that a recent marketing survey found that 89% of major brands planned to promote their products through digital marketing by the end of 2008.
SMS marketing is an example of what is known within the industry as "push" marketing. The thought behind push marketing is that that the business has to send (push) the information to the subscriber in order for the material to be received. This is different to "pull" marketing, a more unobtrusive form of advertising, where it is consumers who seek out the information from sources such as websites or blogs.
There are lots of advantages to SMS marketing. Primarily, the attraction is that this form of advertising can be personalized to the subscriber. This is the gold standard in marketing as it means getting the material specifically to the group it's focused on, rather than wasting money on an broad campaign. The specialization allowed by this mode of promotions, which results in a more cost-effective campaign, is one example why a high return on investment is possible with SMS marketing. Another advantage of SMS marketing is the detailed tracking and reporting of users it allows. Through this medium, companies can track how many subscribers received their material and also access specific data about each consumer such as their name, their age, their demographic and where they're located. This allows a marketer to raise profiles of their subscribers; data which then guides future promotional campaigns and, ideally, their success.
It is noted in the industry that push marketing, of which SMS marketing is a form, can help drive new cash flows and brand exposure if it is implemented correctly and appropriately. This is because it makes consumers aware of recent changes that they may not think to enquire about already and the way the information is written, and even the fact that the information is being delivered by a contemporary, young medium such as SMS, can say a great deal about a brand and a company.
There are, however, some negatives to SMS marketing. Inherently, it needs a mechanism - the cell - to be able to deliver content. The company, as well, needs to make use of specific technology and applications in order to send the information to users, which can lead to substantial outlay. Another negative is the fact that SMS marketing is heavily regulated by the telecommunications industry in response to public disquiet about what data and promotions they get exposed to. Most Western countries have laws in place that compel companies to gain the approval of users before promotional material is received by them and must clearly give them with an 'opt out' option if they want to stop receiving information. If businesses are found to be in violation of these laws, network providers can block marketing information by companies.
As mobile technology improves, SMS marketing will certainly continue to rise in relevance. - 15275
About the Author:
About the author: Bob Johnson has many years mobile marketing delivery. For mobile phone marketing get free information visit on sms marketing
