Mobile Marketing
From Wikipedia, the free encyclopedia
This article does not cite any references or sources. (March 2007)
Please help improve this article by adding citations to reliable sources. Unverifiable material may be challenged and removed.
This article or section may contain original research or unverified claims.
Please improve the article by adding references. See the talk page for details. (September 2007)
Marketing
Key concepts
Product / Price / Promotion
Placement / Service / Retail
Marketing research
Marketing strategy
Marketing management
Promotional content
Advertising / Branding
Direct marketing / Personal Sales
Product placement / Public relations
Publicity / Sales promotion
Underwriting
Promotional media
Printing / Publication / Broadcasting
Out-of-home / Internet marketing
Point of sale / Novelty items
Digital marketing / In-game
Word of mouth
This box: view ? talk ? edit
Mobile Marketing can refer to one of two categories of marketing. First, and relatively new, is meant to describe marketing on or with a mobile device, such as a mobile phone. Second, and a more traditional definition, is meant to describe marketing in a moving fashion - for example - technology road shows or moving billboards.
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.
Over the past few years SMS has become a legitimate advertising channel. This is due to the fact that unlike email over the public internet, the carrier who police their own networks have set guidelines and best practices for the mobile media industry (including mobile advertising). The IAB (Interactive Advertising Bureau) and the MMA (Mobile Marketing Association), as well, has established guidelines and evangelizing the use of the mobile channel for marketers.
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.
In North America the first cross-carrier SMS shortcode campaign was run by Labatt Brewing Company in 2002. Over the past few years mobile short codes have been increasingly popular as a new channel to communicate to the mobile consumer. Brands have begun to treat the mobile shortcode as a mobile domain name allowing the consumer to text message the brand at an event, in store and off any traditional media.
SMS services typically run off a short code, but sending text messages to an email address is another methodology. Short codes are 5 or 6 digit numbers that have been assigned by all the mobile operators in a given country for the use of brand campaign and other consumer services. The mobile operators vet every application before provisioning and monitor the service to make sure it does not diverge from its original service description.
One key criterion for provisioning is that the consumer opts in to the service. The mobile operators demand a double opt in from the consumer and the ability for the consumer to opt out of the service at any time by sending the word STOP via SMS. These guidelines are established in the MMA Consumer Best Practices Guidelines which are followed by all mobile marketers in the United States. The guidelines can be accessed at www.mmaglobal.com
Such is the emergence of this form of advertising, that there is now a dedicated global awards ceremony organised every year by Visiongain.
