Mobile Marketing
Mobile communication is 24/7, cost effective, powerful, intimate and immediate. Whether you need to raise
awareness of your promotion via SMS, develop interaction via MMS, sustain interest with mobile internet or prompt purchase via mobile barcode, mobile is highly versatile and delivers superb ROI.
True potential
Across the globe, mobile network operators are generating new revenue streams to monetise the massive investments in 3G licences. Mobile phone manufacturers are producing ever more sophisticated handsets to secure market share. Consumers demand instant access to friends, family, news and entertainment, whenever they want from wherever they are. Advertisers are looking to forge intimate one-to-one marketing relationships with their customers. In brief, the mobile marketing sector will play an integral role in tomorrow’s complex communications mix.
With over two billion mobile phone users globally – up from just 17 million in 1991 - the mobile ranks alongside wallet and keys as an essential companion for us as we work, shop, socialise and travel. Across the globe, people use their phones as a form of personal expression, they personalize them with wallpaper and ring tones - and they’re prepared to pay for these features. Ring tone sales alone are projected to hit US$500 million in the US this year.
What will tomorrow bring?
Easy to use and enjoying massive penetration levels, SMS is the predominant mobile format. However, the mobile internet is rapidly expanding and as 3G penetration grows consumers will enjoy faster download speeds which will offer them superior browsing experience for relevant content that can be accesed via their mobiles. In brief, mobile TV, advertising and search options will soon be in common use.
Marketing at your fingertips
The possibilities for mobile marketing are enormous. For example, a consumer watches a live TV stream on her phone while sipping coffee in a mall. A commercial streams in for a retail brand. It allows the user to click or interact to learn more about the brand. Because the user downloaded a city guide and the phone is GPS-enabled, she immediately has access to the brand's nearest locations. Perhaps what’s more interesting is she can opt in for future offers, branded
wallpaper or branded ring tones. This is a really great retail brand, with cool imagery and a cool jingle, content a user would want to download and use with her mobile. |