Effective Medium
The average SMS response rate is 15% versus 3.5% for
traditional promotional methods, including direct mail and cold calling.
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Rapid Deployment
Whereas a traditional promotion may take several weeks to implement,
a mobile marketing campaign can be ready to launch within a few days.
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Flexible and Personalized
Mobile marketing is
a versatile medium. There is a wide range of customer acquisition and
customer loyalty activities that can be undertaken. Interactions can be
tailored to an individual customer's behavioural and demographic profile.
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Complementary Medium
Mobile marketing is a complementary
mechanism for traditional media. The addition of an SMS activity in a
TV, Radio, or Press Campaign is easy, creates synergy, and adds valuable
direct marketing elements in traditional ATL campaigns.
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Scalable and Reusable
Automatic and quick creation of
large consumer databases can be used for cost effective, one-to-one communication.
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eDirect Response
Given the personal nature of
the mobile phone, mobile messaging is an effective direct response mechanism
for advertising.
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Transparency
There is transparency in terms of research,
results and learning for advertising clients. Clients can view, track
and analyse results in real-time via web interface.
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Impact
Mobile interactivity transforms marketing
activities into a fun, engaging experience for consumers. Due to the pervasive
nature of mobile phones, nearly every message is read and many are forwarded
to friends and family.
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Increases Sales
Independent research has proven that
marketing via SMS can increase sales and have a positive effect on customer
relationships, including higher product sales, more frequent store visits,
and increased customer satisfaction.
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Drives Branding
Mobile marketing promotions reinforce
brand recognition and loyalty to client companies.
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Cost Effective
On average, mobile marketing carries only
a fifth of the cost of an equivalent direct mail campaign and a twelfth
of the cost of call centre interaction. It helps reduce customer acquisition
costs by at least 20% and offers great return on investment to companies
wishing to build closer relationships with customers.
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Constantly Evolving
The mobile phone is a rapidly
evolving medium. For instance, the deployment of advertisements and advanced
marketing activities direct to handsets will be feasible in the very near
future. The adoption of MMS and developments such as location-based services
and m-Coupons are likely to further increase the popularity and effectiveness
of mobile marketing.
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