According to a survey by the Pew Internet and American Life Project 62% of all Americans use mobile devices to perform several activities. 58% of all Americans had used a cell phone or PDA to text, take pictures, access maps, and several non voice data activities. Mobile marketing allows businesses to take advantage of the business opportunities offered by mobile marketing. The CEO of search engine giant Google says that mobile technology is ‘the recreation of the internet.’
Mobile marketing offers one of the most effective and rapidly evolving opportunities for businesses to reach target audiences at a relatively low cost. Using Short Message Service, (SMS) or text messaging allows advertisers to access most cell phones and major carriers. 100% of all cell phones in the US support the use of SMS. Several major corporations and sports associations are already availing themselves of this exciting technology. The NBA and the NFL use texting for voting contests, Papa John’s and Pizza Hut allow ordering by texting, Political campaigns use text messaging for updates, information, and content downloading.
The application of this technology can be adapted to almost any business model. Ad agencies looking for a cost effective way to deliver advertisements to a large audience use text messaging on behalf of a wide variety of businesses. Text marketing allows the sending of a large number of simultaneous messages from a website or from a database. Ad Agencies can send out promotions, e-coupons, or consumer information related to almost any product or service within minutes.
Mobile marketing allows businesses to establish an opt in database of customers. Unlike aggravating spam text advertising only reaches those who have chosen or opted in to receive text ads from the advertiser. Customers opt in when they respond to an ad with a short code. This protects the consumer from receiving unsolicited messages from random advertisers. It also allows the customer to receive ads that are likely to be of interest or value. Most advertisers are well aware that unasked for messages or spam are very likely to generate a negative response.
Mobile marketing is an efficient and inexpensive way to reach a relatively affluent audience. A recent survey found that 23% of all Americans had used a blackberry, palm device, or other hand held device with a wireless connection. This vast audience can be reached easily and efficiently through mobile marketing. It is no wonder that many advertising experts see mobile marketing as the future of advertising.
Anthony Wayne is a consultant for http://www.84444.com. His articles may also be found at http://www.bingohouse.com http://www.bingolingo.com and at http://www.bingosuite.com