television, radio, hording, road shows and Internet as major marketing communication tools. In
addition the wireless communication has given new gift to the advertising the Mobile Marketing.
At 2006 the people spend less time in front of TV and the advertisers are looking for new
screens to get to their target public. Everybody has a mobile phone in the pocket, using this new
technology to send interesting, useful and targeted content to an individual’s personal mobile
phone is the most powerful form of direct marketing available. The marketing mobile has the advantage of:
Short lead times and immediacy respond Cost effective personalised communication Ongoing 1 to 1 relationships Automated data capture and compliance Direct revenue and uplift opportunities
The most popular application in mobile phone are the SMS. 83% of people with cellular send
and received any SMS each day, 94% of SMS are ‘read’ by the receptor, which helps explain
the high levels of response and brand impact. The best performing campaigns, the study reveals outstanding results as follows: 46% response
(of any type), 27% Reply to a message, 19% visit a web site, 15% Visit a store. The average
campaign delivers 15% response (of any type), which is more than twice the average other
industry reports have given for direct mail (sources: Gartner, DMIS). The wireless carriers say the risk of losing customers is a strong incentive to keep down the
marketing noise. It is illegal for carriers to sell phone numbers to telemarketers. By law, carriers
are not allowed to divulge information on a subscriber's location unless that individual gives
permission.
One idea being floated by carriers and advertisers is to offer consumers incentives if they agree
to receive ads in theirs mobile phones. Some websites, like www.SMSGratis.es, allow you to
send free SMS, since the advertisers can ads targeting and relevance advertiser in the SMS
that the people send to the family or friends. Send free SMS from Internet is quicker to type the messages using a keyboard than it is to tap
away at a tiny keypad, even with predictive texting, typing a text on your cellphone takes too long.
Above all, think Free SMS is free. The advertisement ads in a free SMS interacting with people on an immediate, tangible and
personal level, as well as becoming part of an extended shared experience: connect to the mobile generation on their own terms creativity and technology combine to entertain and inform send desirable content direct to an individual’s mobile build new style reciprocal relationships with consumers These are two key success factors necessary for a successful SMS mobile marketing
campaign: you need Permission of the people that received the SMS and a planning the
campaign, common mistakes are:
Targeting wrong audience with wrong offer/message Poor targeting and relevance Not identifying the sender No personalisation Poor copywriting and typos Messages sent out at wrong time Not allowing recipient to unsubscribe Inability for systems/customer service, to handle responses
According to one estimate, in 2006 text - based services formed a Rs 1000 millions industry,
approximately 30 per cent of the value-added services market. Over the next five years, it
estimated that text-based services would grow at a compound annual growth rate of 47 per cent
to reach Rs 7200 millions in 2010. Mobile marketing is highly personalised, interactive and has an immediate impact. The most attractive features of SMS messages are instant, direct and fast. The success factors
of a Mobile marketing campaign:
It’s an important and effective marketing medium The User experience is more important than the technology Be creative with your campaign Keep IT Simple Stupid (KISS) applies Plan ahead so you get it right