Mobile marketing can refer to two things: mobile marketing as in the roaming or persistent movement of advertising such as road shows and billboards, and today, SMS mobile marketing as in the use of mobile devices to attract customers.

The first definition falls heavily into the traditional marketing medium, in which a product or service must be conveyed or advertised to a specific target market or a particular type of population, for example, regular travelers or transients. This type of approach is quite specific in its range and can be expensive. Mobile SMS marketing, on the other hand, is quite modern and one of the newest methods of marketing that uses man’s most handy device, the cell phone to market or sell a particular service or merchandise. It uses short codes assigned by mobile phone operators to all advertisers, and these short codes can be shared by multiple small businesses; it gets quite a bit cheaper.

There are different types of mobile marketing. There is mobile marketing by MMS, Bluetooth, infrared, proximity systems, in-game marketing and web marketing. However, mobile marketing SMS is the most authenticated option and one of the most appreciated by advertisers as the large customer market in Europe, America and Asia owns more mobile phones than television or radio. In Europe itself, more than 100 million advertising SMS are sent each month. According to 2009 mobile statistics, around 2.1 billion mobile phone owners subscribe to SMS text messages and 55% say they use their phones for business purposes.

Almost all brand name businesses also collect reviews and reports from shoppers and consumers via cell phones, making it one of the easiest mechanisms for information exchange between businesses and their customers. Dunkin Donuts, for example in Italy, has reported a 9% improvement in sales thanks to an interactive phone campaign. Unlike email marketing, which automatically labels ads and promotion as “spam”, SMS advertising has now been more regularized and uniform, sending only data and updates to those who have disclosed their contact information to the company. , thus regulating complaints from people who don’t like having unwanted and improbable promotional posts on their cell phones. According to statistics, 65% of email is considered spam while 10% of SMS are classified as spam.

With a short code, SMS advertising can also be sent to email and also to social networking sites, thus expanding its popularity and multiplying the number of recipients. Currently, about a third of all mobile phone users use mobile phones that can enable them to access the Internet, and it is estimated that this will increase in about a year. There are also millions of people chatting online each day via Skype, for example, which has 20 million users each night, and Facebook which has 350 million active members. Thanks to smartphones, users can now access and link to these sites through their cell phones. In fact, mobile marketing SMS is among one of the smartest options for those who want to increase their sales.

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