Mobile Marketing

Mobile Marketing

Mobile Marketing
Mobile marketing can be classified into two types based on​ the​ technology involved .​
The more traditional form involves marketing on​ the​ move like moving billboards and road shows .​
The second type refers to​ marketing on​ a​ mobile phone like cell phone .​
Since the​ onset of​ millennium,​ mobile marketing though cell phone has become very popular .​
Short message service popularly known as​ SMS has made marketing by this method a​ lot easier.
There were some problems in​ the​ beginning as​ unwanted information was being sent to​ the​ people .​
Most of​ the​ SMS that were passed around was spam and it​ received negative media response in​ all parts of​ the​ world .​
This was because a​ sector of​ the​ advertisers bought list of​ mobile users and began sending them unsolicited messages .​
They were later stopped due to​ strict security measures and laws passed .​
Marketing industry recognized the​ potential of​ mobile marketing and utilized it​ to​ the​ full extent .​
The mobile service providers coded guidelines and laws .​
It then became a​ legal advertising channel .​
The Mobile Marketing Association and Interactive Advertising Bureau also have laid down guidelines for the​ proper functioning of​ mobile marketing .​
Mobile marketing has become popular in​ Asia and Europe as​ it​ is​ a​ novel idea and in​ Europe alone hundreds of​ millions of​ pounds have been investing in​ SMS advertising .​
Now SMS has become the​ most famous part of​ mobile marketing .​
Because of​ the​ popularity of​ short codes,​ SMSing has become a​ lot easier .​
This has created a​ new approach to​ reach out to​ potential customers .​
Now mobile short codes are looked upon as​ mobile domain name,​ by many of​ the​ brands around the​ world,​ when the​ customers message the​ brand at​ any occasion .​
In America,​ the​ first SMS short code campaign was started in​ 2002 .​
SMS containing short codes are easier to​ send a​ message with complete information .​
Short codes are usually numbers that are assigned to​ mobile operators of​ a​ particular location,​ which they use for brand campaigning and other purposes .​
They are very small,​ like they contain only four to​ five words .​
These numbers are always under scrutiny by the​ service provider and each and every message is​ monitored to​ see that they do not go against the​ original service description .​
Like opt-in emails,​ customers have to​ opt for SMSes .​
This is​ the​ biggest criterion,​ which the​ advertiser has to​ follow in​ order to​ send a​ promotional SMS .​
Some of​ the​ mobile operators ask for double opt-in form from the​ receiver .​
At the​ same time opting out is​ made easy for the​ customer .​
When the​ customer wishes to​ terminate receiving messages,​ they have to​ send STOP word by SMS .​
All these guidelines have been laid by the​ Mobile Marketing Association consumer best practice guidelines and it’s a​ compulsion to​ follow those by all the​ marketers who wish to​ do mobile marketing in​ America.
Now,​ service providers have started to​ provide the​ option of​ sending SMS to​ email addresses .​
Other than this,​ other services provided are mobile games,​ mobile tones etc.,​ which are used for promotional purposes .​
This has lead to​ the​ invention of​ MMS or​ Multi-media Message Service,​ through which short promotional videos and animations can be send .​
Bluetooth is​ another good technology .​
It started in​ 2003,​ and many companies in​ Europe have found it​ useful .​
When a​ message is​ send via Bluetooth,​ the​ receiver should accept request from the​ sender .​
So,​ sending messages by this method is​ legitimate .​
The message transfer speed is​ high and is​ also a​ free service as​ it​ is​ a​ radio-based technology .​
The method of​ sending SMS advertisement to​ mobile phone users based on​ their geographical location is​ known as​ Location based service .​
The customer is​ tracked via a​ GPS chip which is​ built-in the​ phone .​
Radiolocation signals from the​ nearest cell phone towers are used for this purpose.
Mobile marketing follows a​ very safe marketing strategy,​ as​ it​ is​ customer opted .​
The short message sent through this method is​ known as​ mobile originated or​ MO message .​
If the​ advertisement is​ done through a​ call,​ the​ call is​ known as​ mobile terminated or​ MT message .​
As there is​ a​ phenomenal increase in​ the​ number of​ mobile phone users,​ this kind of​ marketing is​ a​ sure hit.

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