The US financial meltdown has greatly affected the economic ecosystem and no one can say for sure when this will be over. To avoid layoffs and closures, most companies have resorted to cut down on company expenses. Marketing budgets are usually the first one to experience such adjustments. Although this is not proven to be an effective approach, this area is easily targeted because it has the biggest fund allocation and can be adjusted easily without immediate effect on business revenue. Mobile marketing is a smart alternative, cost- saving solutionfor businesses in times of economic mayhem. To maximize the remaining advertising budget, companies should look into the benefits and key attributes of SMS advertising. Apart from Mobile marketing being an economical option, this can even be a more effective medium than using traditional media which tends to be very expensive.Here are more reasons why Mobile Marketing is greatly considered by businesses in tough economic times:
Convenient and Cost effective- a very timely marketing solution for businesses of all sizes, SMS advertising lets you promote your brand even if you have a small marketing budget, perfect for small and mid-sized business
Establish interaction and develop a one on one relationship with consumers that establishes consumer trust and loyalty
Permission based - Ability of consumer to opt in and opt out
Increase number of consumers realizing the value of Mobile Marketing during hard times , eg. Mobile Coupons
Can easily reach target audience anywhere anytime
Can easily be integrated to any existing marketing efforts, add SMS Marketing in your media mix and maximize the results
Turnkey solution in creating campaigns. Deploy SMS campaigns with ease.
Viral marketing, a plus to your business since most phones are capable of forwarding messages, it is most likely that your messages will be passed on to your clients’ contacts.
Track results of your campaign in real time, know which campaigns are successful . Learn from the unsuccessful ones
Enables you to run multiple text messaging campaigns at the same time
Be in control in creating, launching and managing your own campaigns, it is simple and easy to deploy, it doesn’t require any technical know how.
Mobile marketing is an innovative new dimension in the marketing mix. SMEs are catching up and are now heading towards the same direction as the big companies when it comes to promoting their business. Now with the financial conditions, large companies and SMEs share basic and equal opportunities in using SMS Marketing as an economical promotional medium to still carry out their advertising efforts despite budget cut-offs.
With all the promotional tools provided, Its up to the marketers to decide on how they will translate existing marketing plans into mobile campaigns. There are bunch of platforms, standard programs for different types of SMS promotion, you just have to look around, study your options and choose which works best for you.
SinceMobile Marketing is the youngest among the media channels, marketers are still cautious in using mobile marketing as an advertising medium. Guidelines and metrics are being set to provide consumers protection and for Industry players to strictly comply to.Although there are organizations that look after the regulation of mobile marketing activities, ie Mobile Marketing Association (MMA), the industry has yet to gain the trust of consumers above everything else. In this day and age, technology is easier to access, inexperienced sales people are using it in invasive ways to sell their products and services - think spam e-mails, you didn’t request for it, yet they keep sending you information you don’t need. Mobile devices are considered to be very personal trusted device that, nowadays, we can’t do without. Text messages can sometimes be intrusive, and people do not welcome unsolicited messages sent to their handsets.
As marketers, we already have an idea why people are becoming more and skeptic about using mobile marketing, its time for us to turn this around and make consumers realize that engaging in Mobile Advertising can be of value to them. The consumers are the most valuable segment of the whole Mobile Marketing ecosystem, its high time that we focus on efforts on how we’ll earn consumer trust.
Providing sufficient information that allows consumers to make an informed decision on whether to receive a marketing programme is the first step on the road towards consumer trust.
Respecting the consumer’s preferences and privacy is also key. Giving them the control to Opt in and Opt out of any campaign.
Marketers must also always ensure that the information being provided to the consumer is always relevant to the recipient.
She also stressed that planning and execution of mobile marketing campaignsis also a key indicator of consumer experience. In compliance to the ideology of the Opt in rule, marketers should only send messages to those who opted in and marketers should closely monitor the number of times they will have contact with the consumer who opted in for each program.
Having the right information will equip marketers to plan and implement well targeted campaigns. Ultimately, the goal here is for consumers to have a positive experience. If this is achieved, consumers will then have a positive reception towards mobile marketing, leading to acceptance and continuous use of different mobile marketing services.
If you like reading mobile marketing news and blog, you may notice a trend of artists, celebrities, and famous personalities using mobile phones to reach out to fans and supporters, or cell phone companies (as well as other businesses) having popular public icons on their campaigns, hoping to attract more customers.
Recently, a mobile company included singers Wyclef and Fergie for its recent campaign, hoping to get more participants and buyers. As for other handy phone manufacturers, they invite celebrities when launching new products in the market.
On the other hand, big personalities such as US Presidential candidate Obama, uses mobile phone to interact with supporters for his political campaign. Same with tons of singers, bands, actors and actresses who had their works uploaded as mobile ringtones and mobile wallpapers.
With all these marketing partnerships and endorsements, both parties should always bear in mind that their audience is intelligent enough to distinguish a well-planned campaign from a lousy propaganda. And what does these spectators are looking for? Simple but useful mobile campaigns that will make their lives easier.
With the increasing number of mobile marketing believers, there is no surprise why different businesses (of all sizes) are enjoying the idea of having SMS mobile marketing integrated in their promotion mix. And why not, when text platform advertising delivers accurate and simplified campaign message to well- targeted audience.
With big names from the food and beverage industry to popular automobiles, as well as from high earning clothing merchandise, mobile marketing has become part of their promotion and additional “come-on” feature to their market. Most commonly used form of SMS technology for profit-driven organizations are SMS Alerts, Message and Feedback, Mobile Coupons, Polls and Survey.
Other than income generating businesses, mobile marketing is also being utilized by tv,radio, and print for its interactive media programs. Also, growing non-profit organizations are using mobile marketing for their fund raising and information dissemination activities.
Besides being industry popular, texting or SMS has also become popular among the popular. Name it! From entertainment personalities, sports figures, to politicians, everybody is using and enjoying the benefits of mobile marketing.
Without a doubt, like it or not, deny it nor accept it, mobile marketing is here, for good.
With the blooming SMS mobile marketing industry, more businesses are starting to integrate texting in their promotion efforts. May it be on radio, print, and television, media resorts to SMS mobile marketing to reach out to listeners, readers, and audience.
Besides the campaign message and target, it is important to give emphasis on a brief, informative, and easy to understand call to action. The call to action will provide the texters with important details on how they can send instant message of shout outs to their favorite radio station, how readers can provide feedback to their favorite author, as well as to join participative-themed television programs.
There are three important factors to consider in conceptualizing an effective call to action.
First, know your market. If your market is “SMS literate”, then no need for long and detailed call to action. However, if your targets are first time texters, a simplified step by step guide for sending an SMS is necessary.
Second, have the proper venue to broadcast your call to action. It is very important to have the right spot where you can educate your audience on how they can participate on your campaign.
And third, the frequency on how many times you should mention the call to action on your campaign spot. The more often you mention it, the better.
Remember, no matter how big a mobile marketing campaign is, it will all be put into waste if there will be no proper information dissemination.
There are tons of factors that influence the market on which product to buy, and whose service to patronize. Among the common reasons are cost, the customers’ needs and preference, service policy offerings, after sales benefits and other add-on features. However, with vast technological advancements, new influencers have added to clients’ list of buying behavior manipulators. One of those persuading aspects is mobile marketing.
By integrating mobile marketing in their current promotions mix, companies are aiming for a higher conversion rate, leading to more revenue generated from sales.
Mobile marketing comes in different forms, with SMS mobile marketing as the most widely used tool in the advertising industry nowadays.
SMS mobile marketing is being utilized by different organizations to promote, launch, and sustain brand loyalty among customers. There are specific SMS or text platforms that suites to what businesses and companies require. The most common of which are:
Feedback Messaging. It is the simplest, yet the most common SMS campaign being used particularly by radio, tv, and print media, as well as brands to get instant comments and suggestions.
Polls/Surveys. This platform intensifies the market’s involvement with a particular product or service by getting their pulse on experiences using or consuming a specific service or product. The information gathered from this campaign is relevant to the research and development to provide better offerings.
Contests. This solution intensifies clients’ knowledge about product or service. It also calls for active participation, resulting to stronger brand recall. Not to mention, an additional marketing come-on to stakeholders, anticipating for the prize.
Discount Coupons. It encourages buyers and patrons to maximize their purchasing powers. This SMS solution persuades the market to spend their money, purchase an item, and try new offerings.
SMS Alerts. It keeps targets updated of the latest and upcoming goods, services, and events, such as sale, product launch, and free samplings.
Among the proposed key SMS solutions, Discount Coupons and SMS Alerts directly influence the consuming publics’ buying power. In fact, a survey revealed that about 37% of the respondents said that they are willing to take action to advertising-based SMS campaigns if there’s an incentive waiting for them, such as coupons. However, with the warm acceptance of the market, expect the 37% to boom in years to come.
During the not-so-long ago days, we used “mobile marketing” to refer to any moving advertisement or billboard we see around the metro. But, with all the advancement in technology, marketing and handy phone experts gave a new meaning to “mobile marketing”, making it the new face of global promotions and advertising.
With the popularity of mobile phone usage particularly in North America, Europe, and Asia, experts came up with campaign techniques, using mobile phone as promotions gateway, SMS or texting as promotions tool, and mobile phone users as specific target campaign receiver.
Having global recognition for being one of the most effective endorsement instruments, mobile marketing is currently being used by different businesses, groups, and organizations as campaign platforms.
Besides using SMS mobile marketing in different income- generating promotions, text platforms are also being used by non-profit organizations in their crusade to collect donations and pledges, as well as to disseminate important news and information.
First, it is important to consider trends and current events. Taking advantage of the latest happenings can be one great contributing factor to the campaign’s success, since everybody is after fresh reports. One good example is the Olympics SMS campaign that brought significant Olympics highlights to sports fans.
Second, you should know your target. If you are trying to sell concert tickets, or gather a big crowd to attend a movie premier, mobile marketing might work for you since your target are GenY-ers, who are heavy cell phone users.
Third, have a good campaign objective and concrete message. A good example is the Obama mobile campaign, which aims to have all Obama supporters to go out, support, and vote Obama for President.
With mobile marketing’s involvement in different sectors’ promotion efforts, expect that SMS technology is here to stay.
With tons of blogs, news feeds, conferences and webinars on mobile marketing, isn’t evident that mobile marketing already found its niche in the business and entertainment industry? Or you perceive all these attention as indicators that mobile marketing is still on its seed stage and waiting for the perfect era to establish itself as the alternative, better yet, the preferred marketing media?
As mobile phone companies continue to develop different cell phone models, the more mobile marketing is reinventing itself to adapt to these gadget’s advancements. Thus, giving birth to mobile marketing via Infrared, mobile marketing via Bluetooth, In- Game mobile marketing, mobile marketing via MMS, mobile marketing via mobile downloads and of course, the most common mobile marketing campaign, via SMS or texting.
With these variety of mobile marketing techniques, the subject of mobile marketing’s current state and what holds in the future lies on its two main stake holders- the businesses and organizations, and the market. With tons of mobile marketing firms offering their expertise, it’s up to these companies to be bold enough and integrate it in their existing mix. As for the buying and consuming public, they have the power to embrace or refuse whatever this new marketing and advertising technology will feed them.
SMS mobile marketing continuously affects our lifestyle. Since becoming one of the most powerful tools intended for direct interaction with the market, more and more companies and organizations are integrating it in their existing mix.
Different mobile marketing campaigns are currently being used by artists and major record labels to influence music fanatics’ listening behavior. Sony BMG, EMI, and Universal Music Group are some of the major music labels who partnered with a mobile marketing firm or content providers to find its niche in the music and mobile market. Some artists launch SMS campaigns to keep followers aware of their tour dates, or simply to stay connected with them.
Mobile marketing also gives non-government and charitable institutions an alternative tool of sending and getting message of support to and from interested donors. Non-profit organizations may choose among different SMS platforms available to keep the donations coming in. This kind of SMS crusade is starting to create buzz in the entertainment business. In fact, there’s a lot of music personalities, like Ms. Keys, who supports SMS campaigns intended for good cause.
At present, the most influential mobile marketing tool is SMS or texting. So powerful that a USA Today published a crossword puzzle designed after mobile phone keypads.
Whether we accept it or not, we are all living under the influence of mobile marketing, changing the way we shop, listen, watch, and even the way we read.
For businesses, SMS mobile marketing is being utilized as campaign tools when launching a new product or service, as well as to intensify brand loyalty among existing customers. The most popular SMS promotions which brand, radio, television, and print use are SMS Alert and Instant Feedback Messaging.
SMS Alert is a subscription type of mobile campaign, which requires double opt-in. Meaning, a mobile subscriber who’s interested in getting the latest news and updates from a company must confirm his intention to be part of the alert subscription list, twice. Usually, an SMS Alert subscriber gets one SMS update a day. To stop receiving message alerts, subscribed parties must key-in a stop or cancel command. Businesses apply this SMS method to keep buyers updated on the latest product or service offerings.
On the other hand, Instant Feedback or Message is the simplest texting campaign, which is the reason why it is the most commonly used SMS platform.
This is when a client sends comment regarding a purchased product or give suggestions about the experienced level of customer service in an establishment. Companies use this promotional tool to directly interact with its customers, turning new consumers to repeat clients.
For income-generating organizations to be at par or to stay on top of the competition, they should go with the flow to where trend and technology will lead them. And that is SMS, the present and future of marketing and advertising.
