Marketing on a mobile phone has become increasingly popular ever since the rise of SMS (Short Message Service) in the early 2000s in Europe and some parts of Asia when businesses started to collect mobile phone numbers and send off wanted (or unwanted) content.
Mobile marketing via SMS has expanded rapidly in Europe and Asia as a new channel to reach the consumer. SMS initially received negative media coverage in many parts of Europe for being a new form of spam as some advertisers purchased lists and sent unsolicited content to consumer's phones; however, as guidelines are put in place by the mobile operators, SMS has become the most popular branch of the Mobile Marketing industry with several 100 million advertising SMS sent out every month in Europe alone.
Mobile marketing is commonly known as wireless marketing. However wireless is not necessarily mobile. For instance, a consumer’s communications with a Web site from a desktop computer at home, with signals carried over a wireless local area network (WLAN) or over a satellite network, would qualify as wireless but not mobile communications.
SMS marketing campaigns have been rising in efficacy and fame over the past year. Consumers and businesses have been noticing this new marketing tool to communicate and use as a technique to increase sales and benefit with coupons and discounts. Business owners have twisted to SMS marketing because other advertising and marketing methods have become so flooded with competition that it is tough for consumers to find their message and free offers.
SMS marketing campaigns work so well because the business owner is communicating one on one with the consumer. The business is not competiting with other business on the cell phone channel. Text offers are sent to the subscriber three to four times a month. Consumers are unlikely to sign up for several text marketing campaigns within the same niche. If you own a pizza place, your subcribers will only be on your list, and not your competitors.
The two main parts of every SMS marketing campaign is promoting and growing your opt-in list and then sending appropriate text offers to that list. To publicize your text campaign you get your mobile call to action out there by promoting signage in your business, integrating the call to action with other marketing materials and online sites such as Facebook and Twitter.
Customers who choose in by texting your keyword to the five digit shortcode are automatically sent a reply message thanking them for signing up to your text list and depending on your marketing goals, an offer they can redeem by showing their cell phone message at their next visit.
Your list will increase each week on auto-pilot and the next step of your SMS marketing campaign is to send appropriate offers that reward your subscribers for being on your list. The less frequent you send offers the higher your redemption rates will be. No more than once a week you can send a text blast to everyone on your list with a coupon, special discount or restricted time offer that will increase your sales, customer frequency and customer loyalty.
Text messages sent through the SMS channel are read within 15 minutes and redemption rates across all businesses average 20 percent. This is much higher than direct mail, newspaper, radio, box toppers and social media marketing. With redemption rates so high, the ease of starting a mobile marketing campaign and the increase in sales it can give your businss, starting an SMS campaign is a great choice in this economy and digital age.
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