Mobile Marketing

Though not yet a fully mature market, Mobile marketing and advertising is fast becoming an excellent platform that can deliver an impactful and personal message directly to a user. Methods include SMS and MMS alerts, mobile internet searching, creative display and long and short code marketing, each with a different discipline that can generate a desired outcome.

SMS and MMS

SMS, or Short Message Service, is also referred to as text messages or text messaging. The service allows for short text messages to be sent between mobile phones or from the web to a mobile phone. Please also see BBC Guide to SMS

What about MMS?

These methods can be used to alert customers or re-engage with returning customers about an offer or marketing message which prompts an action. The customer can respond to the message, click through to a link, call a number or simply absorb the information.

Mobile internet searching & creative display

As the internet page size and display space on a mobile phone is much smaller than it is on a computer, any advertising or marketing campaign needs to be adapted accordingly. Use of creative display is vital. SEO for mobile also works in a different way. Your site needs to be picked up by the search engines, but it also needs to be in the best format possible for a mobile.

Mobile internet searching shouldn’t be ignored. Here’s why:

• Over 25% of mobile phone and PDA users access the Internet from their wireless devices.
• US mobile search ad revenues will grow from $39 million in 2008 to $2.3 billion in 2013.
• US mobile local search ad revenues will increase from $20 million in 2008 to $1.3 billion in 2013.
• US mobile display ad revenues will grow from $21 million in 2008 to $567 million in 2013.

Short Codes

Using short codes is a simple yet effective advertising platform if used in the correct way, enabling you to track response rates on marketing or advertising spend, get customer feedback, run competitions and increase exposure.

You use a short message with a dedicated short number to engage with consumers – such as, ‘Text ‘Win’ to 800800’. By allocating a unique short code to the message, you can then monitor how many responses are received and from which numbers, allowing you to further enhance their database.