M-Marketing
Analysts estimate response rates to mobile marketing campaigns at around 40% compared with 3% from direct mail and 1% for Internet banner
ads. Some of the leading factors contributing to the strength of wireless marketing
include: cost effectiveness; appeal to the youth market; and unlike
email, users must open messages in order to delete them which guarantees a degree of
visibility.
There are three types of campaigns Mobileway can offer to marketers to engage their
customers:
•
One-off push campaigns – where a single message can be pushed to a database of mobile users who have ‘opted-in’ for inclusion
•
One-off pull campaigns – where traditional marketing channels such as radio or billboards, invite mobile users to ‘text to win’ or ‘apply for m-vouchers’ by sending a message to a dedicated number
•
Continued Dialog – the ultimate in campaigns where SMS interactivity turns into long-term
dialog with target customers, this can be achieved by methods such as inviting fans to ‘chat’ with their heroes or inviting responses to short surveys on products in return for eligibility for prize draws or notifications on the latest news and gossip.
Success is entirely dependent upon maintaining a ‘climate of trust’ with consumers, the increase in concerns over spam recently have put the future of SMS marketing into jeopardy. Mobileway is rigorous in maintaining the integrity of its clients by ensuring that all campaigns fall in line with guidelines produced on a regular basis by both operators individually as well as national and international regulatory
bodies.
