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.
Who said SMS mobile marketing is limited to radio and television? Think again. SMS mobile marketing is also (and very much) applicable to other media channels such as print.
Broadsheets, magazines and publishing companies should start considering SMS or text messages as part of its marketing efforts, such as in promoting upcoming issues, when launching new book series, as well as to get readers’ instant comments,feedbacks, and suggestions.
Integrating SMS mobile marketing in print media’s marketing campaigns will bring competitive advantage to the organization over its existing rivals. How?
Sending SMS mobile alerts to loyal readers and customers about breaking news and announcements, as well as future events like book sales and new releases makes clients feel important and special
Keeping readers involved in your publication makes them feel that you value their opinions. This can be done by asking their thoughts on certain topics and issues using instant SMS comments
Making buyers and followers excited by running contests using trivia questions to test patrons’ knowledge about the publication.
These are just some suggestions, but with the company’s creativity and help of SMS mobile marketing companies providing free text solutions, your campaign of increasing readership statistics will boom within a reasonable period of time.
SMS mobile marketing has become one of the most useful modern marketing tools of the media sectors, particularly the radio entertainment industry. Through SMS mobile marketing, radio stations were able to facilitate participative-themed on air programs, from the simplest message and requests to polls and contests.
If you’re one of the radio stations that are not yet convinced of how SMS mobile marketing can be an asset to your programs, here are some of the many advantages you are missing out.
First, SMS mobile marketing facilitates real time on-air interaction between DJs and listeners, resulting to an increase in listenership and loyalty. Through SMS’ instant messaging facilities, listeners can instantly send in requests, greetings, comments and feedback to their favorite radio jockey.
Second, texting allows radio stations to provide its audience with timely and relative news about their favorite artists, upcoming music events, as well as advertiser announcements.
Third, SMS mobile marketing gives instantaneous on-air traffic for advertisers, who looking for avenues for promotions, thus, resulting to more on-air sponsorships and endorsements for your radio station.
Finally, despite being in demand, there are some mobile marketing companies providing free SMS solutions to radio stations. Most of these companies only require radio stations tosign upto avail of their texting platforms.
In this fast phased entertainment industry, keeping up with the industry trend and technology is one of the keys to stay in the business. And now that SMS mobile marketing is the most recent (and seems like it is here to stay) fad, and you’re still hesitant of integrating mobile marketing in your on-air programs, it’s time to think again. You don’t want to be left out, right?
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.
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.
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.
SMS mobile marketing has become the preferred tool by businesses and organizations when they want to launch new promotional campaign for any of their products or services. Recognizing that the most accessible and personal way to reach target is through mobile phones, even non-profit organizations are considering texting as medium to call for more donations.
Since more and more institutions are engaging on SMS mobile marketing, mobile marketing experts are starting to find ways to avoid spammy text messages reaching mobile subscribers’ handy phones. Because unwanted text messages might ruin the entire industry.
The argument on SMS spamming is this: When do we consider SMS campaign a spam? Followed by more questions such as— “Who will determine if a text message campaign should not reach mobile subscribers?”, and “Is this move by the mobile marketing experts against the freedom of expression?”
From a mobile marketer’s point of view, both business establishments and mobile marketing companies should work together to take good care of this vast growing marketing phenomena. Mobile marketing benefits businesses since it allows them to directly interact with its target, as for mobile marketing companies, it allows them to fund future endeavors.
As for the argument on spammy SMS, as long as it’s not violating any of the standard rules and guidelines, as well as the campaign is not in conflict with the industry’s best practices and companies running the text promotion are engaging themselves in ethical and healthy competition, then there’s no reason to shut any SMS mobile marketing campaigns.
It’s about time that academic institutions are beginning to recognize mobile marketing as one of the most effective tool of our time. SMS mobile marketing in particular, has become the most reliable and one of the most effective channels to reach specific markets.
Aside from including the significance of SMS mobile marketing campaigns in school text books and curriculum, it is also relevant to expose the students to actual case studies, standards, and best practices to be able to cope up with the trends of the marketing industry.
Being the future marketers, it is just right for the students to already be involved with the ins and outs, if not the basics, of mobile marketing as early as possible. And besides, this was supposed to be done way way back. So that by the time they are already the actual practitioners and experts, they are already aware of the basic campaigns – from simple message alert campaigns to mobile polls and surveys up to…who knows where SMS mobile marketing will lead us.
