Why is Mobile Marketing becoming so Popular?
July 12, 2010
Mobile marketing may seem intrusive to some, but the truth is most messages are opt-in where the consumer chooses to receive the messages. This type of permission-based marketing allows the brand to interact with their consumers via their mobile phones at any time and any place. People take their mobile phones with them wherever they go, so this constant accessibility and immediate interactivity can keep a brand “top of mind.”
Because communication between a brand and its consumers occur on a one-to-one basis, there is more control over the customization and the frequency of the messages. The ability to personalize and target messages are key benefits to using this media outlet.
By using time-sensitive messages, which trigger a response, most brands choose mobile to drive people into a store or get them to take action rather than change their impression of a brand. Promotions, special offers, coupons, discount codes, contests, tickets, and Web site URLs are just some of the thousands of text message applications that can be crafted and directed to specific consumers.
A brand can interact with its customers for the duration of a campaign and also maintain a long-term relationship with them. Communications include Short Message Services (SMS) and Multimedia Messaging Services (MMS) that combine text with simple graphics and sound. Today, there are Fourth Generation (4G) services for cellular wireless phones.
The costs of mobile marketing are still very low in comparison to other types of mass communication. With the widespread use of mobile devices increasing, this marketing platform will continue to rise in popularity.
Tags: application, cellular phones, fourth generation (4G), mobile devices, mobile marketing, multimedia messaging services (MMS), opt-in (permission-based marketing), short message services (SMS), wireless phones
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2010/07/16 at 3:53 am
I personally am not a fan of mobile marketing when it comes to cell phones. When I am notified of a call or a text, I am usually at work or driving and I don’t welcome the distraction unless it is buisness related or a family member trying to contact me.
2010/07/16 at 4:10 pm
I agree. I’ll wait for “spam” on my PC!
2010/07/14 at 6:40 pm
Interesting to know. The world of marketing is interesting. I haven’t opted-in to any text, but do recieve similiar emails. I’m not a fan of how the e-mail type work. You have to read the fine print and un-check a box to opt out as opposed to opting in.
I do receive text from Nixtel (sp?) about road closure, parade traffic and weather alerts in the town of Morgantown.
2010/07/13 at 1:44 am
good information for a basic cell phone user like me. I can undersstand the cost effectivness of a broad distibution. My quetion, what prevents your number from getting on some distro list and then you are bombarded with a flurry of unwanted messages? Only to find out that you can’t get off the list?
2010/07/13 at 3:41 am
Great question! Marketers that want to promote good brand awaress will ask for a user’s permission before sending them messages. Many premium mobile services require a double opt-in. This is the process of confirming a mobile subscriber’s acceptance to participate in a mobile program by requesting the subscriber to opt-in twice before messages are sent to that user.
The Mobile Marketing Association has standards in addition to the FDA and the FTC standards and regulations. More laws presumably will be enacted as mobile marketing gains in usage and popularity.
Cell phone numbers (like land line phone numbers and even fax numbers) can be blocked by registering with the National Do Not Call Registry. Their Web site address is https://www.donotcall.gov/
2010/07/12 at 9:37 pm
The decision to opt-in may be a convenience but there are still a few of us that would rather just have a cell phone for calling friends and family. We do not need mobile marketing. However that said, I do work with many who buy various apps for their iphone and droids due to direct mobile marketing.
2010/07/12 at 5:01 pm
I opted-in to receive SMS/text messages and offers from one of our local Chik-fil-a restaurants. So far the messages have not been obtrusive or come to frequently. I’ve actually gotten to take advantage of some freebies, which drew me and my family to the location for an unplanned lunch.
Mobile marketing has the potential to be big if it is handled much better than email marketing originally was.