Mobile marketing is a worldwide phenomenon in its own merit. It transcends ages, cultural backgrounds, and personal interests. In short, mobile marketing is a global medium. However, many advertisers and organisations are now asking, “Should my mobile marketing be separated or integrated with my existing marketing strategies?” Let’s take a closer look.
In considering this question, it seems appropriate to consider what other mediums there are for mobile marketing to integrate with. Television is one of the world’s most powerful media formats and it has been integrated with mobile marketing for some time; with American Idol and MTV using texting for voting, opinion polls, push text promotions. Research shows that a staggering 86% of mobile internet users interact with their mobile whilst watching television, meaning that mobile marketing promotions on television programs will not only receive large customer response, but also immediate interaction.
Radio and outdoor signage also offer a strong partnership for mobile marketing. The majority of radio listeners are away from home Internet and landline connections, meaning that they are more likely to respond to a campaign’s call-to-action via their mobile phone. Mobile marketing radio promotions, such as text-based contests or mobile coupons, can drive immediate customer responses to your campaign.
On the other hand, outdoor signage was integrated with mobile marketing by American retail giants Bloomingdales, at their Lexington Ave store. The store set up a mobile voting system for a new window display, receiving 100’s of votes every day: proving that customers are willing to interact with retailers via mobile. Such mobile marketing initiatives can go even further when signage promotes ‘text-to-win’ offers. This type of mobile marketing campaign typically receives 2-3x the responses of a traditional advertising campaign.
Social media such as Facebook and Twitter have also taken mobile marketing to a new level. In February 2011, mobile marketing company Hipcricket released HIP 7.0, the latest version of its software-as-a-service (SaaS) which features integration with Facebook. According to Alison Diana of Information Week, the software uses mobile marketing to allow advertisers to “capture multiple levels of opt-in data – such as email addresses, phone numbers, and locations – from Facebook Pages’ fans.” The benefits of this are self-evident.
In looking at the array of advertising mediums, it seems probable that mobile marketing will integrate more and more into existing advertising strategies, to create new methods of interaction. However, I suggest caution: mobile marketing should only be integrated if it offers additional features to the existing strategy.
This article was written by Alex Speirs of TXT2GET, a leading mobile marketing company. TXT2GET supply affordable SMS keywords to advertising that typically increase ad response by 2-3x. SMS keywords also bring measurability & accountability to advertising, because you can see the exact time and date that responses come in.
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