Mobile Marketing is the use of the mobile medium as a communications and entertainment channel between a brand and an end-user. It is a new addition to the media mix, with great opportunities for direct interaction with customers and cost-effective data collection.
Why Mobile Marketing?
Interactivity - Possible to engage the consumer in a dialogue
Anywhere/Anytime - Mobile is always in the pocket
Personal - Highly effective as communication to an individual
Viral - Fun factor allows for epidemic phenomenon
Targeted - Specific message can be conveyed based on the consumer profile
Digital - A medium allowing for deep campaign analysis
Cost - Significantly cheaper than other media
Mobile messaging provides a cost effective means to engage a customer and build a long-term relationship.
Mobile messaging Services
Targeted Marketing
Custom text and picture messages depending on the user profile are pushed to the target audience. Costs involved are the costs of the lists (you may have your own lists) plus the costs for sending the message. Messages can be created and pushed on the basis of pre-configured business rules.
Short-code services
A 4 digit number accessible by subscribers of any mobile operator is used to run campaigns, receive response from consumers and generate an opt-in list. Used when the campaign is targeted at prospective customers and/or the recall value is important.
Long-code services
A 10 digit virtual/real mobile number which has to be rented out from an operator - work across all operators but cheaper than the Short Code. Has lower recall but potential for high usage in a closed user environment e.g. to interact with members of a loyalty card scheme.
