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Mobile Marketing
Definitions
SMS - short message services
MMS - multi media marketing
SMS and MMS Marketing
Mobile data services which is SMS and now MMS marketing provide a new opportunity to increase revenues for your company, and can also help enhance and differentiate your client's brands. Mobile marketing is highly personalized, interactive and has an immediate impact. When used cross media to complement other promotions, mobile marketing has been proven to generate a solid increase in sales.
As an affiliate what we should do is try to capture your users mobile number as an opt in. this will be for promotional purposes. The benefit for mobile marketing and SMS campaigns is that the delivery is instant; the call to action performance can be monitored almost immediately, with delivery report options available.
Factors to note: the type of mobile handset, whether it is first second or third generation. This would matter to what kind of creative mobile message is sent out. It generally will be left to 3 options. Text only, long text only and multi media rich mms creative.
NB: there is a difference in network platforms throughout the world, we have GSM, Wireless networks (mainly the US) and hybrid 3G networks in Japan.This will affect what type of SMS or MMS Mobile marketing campaign you are doing.
The gateways / service providers used in this type of campaign are essential as a determining factor. When you harvest your SMS and mobile numbers it would be great if you can categories it immediately by knowing handset and network.
The cost of send out these messages will vary but expect a multi pronged 4-5 US cents per message.
Unique features of mobile marketing:
- Immediate - "Brand in hand"
- 2-way - Dialogue with consumer
- Targeted - Age, gender and postcode
- Effective - Acquire for £2 per head
- Cross-media - Mix with Radio, TV and Print
- Viral - Customers forward messages
- Fun - 1.2bn messages sent per month
Other information can be found at - www.msmobiles.com
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Here's some news and other information about mobile marketing:
Text messaging for clubbers
Club music fans will get all the information about club venues delivered directly to their mobile phones. In the UK Unique 3 has found a cost-effective solution to keep its customers updated about evenings around the city. Quoting the press release, we can say "Keeping clubbers fully up-to-date with changes of artist line up or venue are vital elements to successful club promotion and the marketing strategy needed to answer these exacting requirements. Basic SMS marketing had enabled Unique3 to focus on building a relationship with a highly mobile audience, but this needed to go a step further." The technology has been provided by Dynmark.
3 to open up walled garden to content owners
Mobile content owners will finally be able to sell content such as ringtones and Java games delivered via an SMS shortcode to 3 subscribers following the operator's decision to open up. The move is the latest in the gradual opening up of the 3G operator's walled garden approach to mobile content. At present, 3 subscribers can't take part in one of the most popular methods of buying content: texting a shortcode to receive back a WAP Push link to download content such as polyphonic ringtones or Java games. This is a result of the operator's lack of open Internet access. Despite COO Gareth Jones's insistence 3 wouldn't back down on blocking open access (NMA 26th August), moves such as this suggest an opening up strategy.
A 3 spokeswoman confirmed that access would be given to all 12 connected aggregators by year-end, with this being extended to smaller providers from 2005. This will provide a boon to content providers, with 3 recently announcing 1.2m subscribers. "It's great news 3 is opening up for multimedia content," said MX Telecom MD Mark Fitzgerald. "Everyone in the mobile content world welcomes it."
"3 customers are very active premium SMS users so opening up the network to allow them to use our full range of applications is a really good development for the industry," said G8wave sales director Alisdair Anderson. More interestingly the news highlights 3's increasing move toward open access.
"Until recently 3's strategy was to be its own content provider with a walled garden," said an industry source. "Now it's really opening up and I think lack of full Internet access is a short term measure."
Here is a directory of SMS and MMS New Media Companies:
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