Mobile marketing could be classified into two types based on the technology involved. The more traditional form involves marketing on the go like moving billboards and road shows. The second type refers to marketing on the mobile phone like cell phone. Since the oncoming of millennium, mobile marketing though cell phone is becoming very popular. Short message service popularly known as SMS makes marketing by this method much easier.
There have been some problems at first as unwanted information was being delivered to the people. The majority of the SMS that were passed around was spam also 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 because of strict security measures and laws passed. Marketing industry recognized the potential for mobile marketing and utilized it to the full extent. The mobile service providers coded guidelines and laws. It then became a legitimate advertising channel. The Mobile Marketing Association and Interactive Advertising Bureau also provide laid down guidelines for that proper functioning of mobile marketing.
Mobile marketing has become popular in Asia and Europe because it is a novel idea and in Europe alone vast sums of pounds have been investing in SMS advertising. Now SMS has become the most famous a part of mobile marketing. Because of the popularity of short codes, SMSing is becoming much easier. This has made a new method of reach out to potential prospects. Now mobile short codes are looked upon as mobile domain name, by many of the brands around the world, once the customers message the brand at any special occasion.
In the usa, the first SMS short code campaign was started in 2002. SMS containing short codes are easier to send a note with complete information. Short codes are often numbers which are assigned to mobile operators of the particular location, that they can use for brand campaigning and other purposes. They're really small, like they contain only four to 5 words. These numbers are always under scrutiny through the company and every single message is monitored to see that they do not not in favor of the original service description.
Like opt-in emails, customers need to choose 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 in the receiver. Simultaneously opting out is created easy for that customer. When the client wishes to terminate receiving messages, they have to send STOP word by SMS. All these guidelines have been laid through the Mobile Marketing Association consumer best practice guidelines and it’s a compulsion to follow those by all the marketers who would like to do mobile marketing in america.
Now, 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 several companies in Europe have discovered it useful. Whenever a message is send via Bluetooth, the receiver should accept request from the sender. So, sending messages by this method is legitimate. What it's all about transfer speed is high and is also a free service as it is a radio-based technology.
The technique of sending SMS advertisement to cell phone users depending on their physical location is known as Location based service. The client is tracked via a GPS chip which is built-in the phone. Radiolocation signals from the nearest mobile phone towers are used for this purpose.
Mobile marketing follows an extremely 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 via a call, the call is known as mobile terminated or MT message. As there is a phenomenal increase in the amount of cell phone users, this sort of marketing is a sure hit.
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