Mobile Marketing is the usage of regular media as an integrated content delivery and direct response vehicle, within a cross media marketing communications program. Marketing on a mobile phone has become increasingly popular ever since the rise of SMS (Short Message Service)
Mobile Marketing via SMS has expanded rapidly in Europe and Asia as a new channel to reach the consumer. It has become the most popular branch of the Mobile Marketing industry with several 100 million advertising SMSes sent out every month in Europe alone.
The mobile channel represents one of the most personal and targeted ways of communicating with an audience. Unlike other media, a mobile device is carried around constantly, allowing consumers to be targeted at key times of the day or at different locations. Any interaction with a mobile is recorded and results can be monitored effectively, even to the point of knowing where someone interacted with a campaign.
Increasingly, mobile is becoming a widely-used platform for all demographics, with a broad spectrum from teenagers to the middle aged. However, its success is most noticeable among younger mobile users. For brands and products that need targeted promotion, mobile campaigns can deliver excellent results.
Mobile Marketing on the Global Front
Operators in the U.S. and Western Europe are currently either testing various
forms of advertising with 3G services or are allowing ads to be served on their
portals. A number of multimedia companies will launch advertising in H1 2006
within their multimedia offering. Furthermore, the entry of large online search
engines into the mobile world opens up new advertising opportunities in the
shape of context-based mobile search. At Mobile2Win, we focus on adopting new modes of delivery for mobile including, mobile game, music and video, user generated content and community sites etc.
Mobile Marketing makes marketing; instant, targeted, accurate, interactive, personalized, measurable. It can be processed through the following channels:
