The way we interact and share information is changing rapidly, with mobile technology leading the way. So, the way we market must also change rapidly with more tools for reaching a mobile audience. It’s no secret traditional advertising has been undergoing a shift from offline and mobile advertising is quickly becoming the most effective way to reach target audiences anytime and anywhere. Consequently, the provision of information to mobile devices is one of the most effective marketing methods currently available.
The rise of mobile marketing means savvy marketers need to be more effective than ever at integrating their marketing tools. Smartphone market penetration is estimated to be just under 30% today, but SMS can reach both smart and standard mobile phones. This makes it one of the most effective mobile marketing tools available today. Additionally, SMS marketing allows companies to reach all consumers at a very low cost. Software company STRATA, a company engaged in media buying and selling, polled marketing agencies about their customers preferences for the first quarter of 2011. 25% of agencies polled said they are working with clients who are asking for SMS capabilities and advertising creative. That’s up from 15% in the fourth quarter of 2010.
With mobile adoption on a rapid rise, nearly every mobile phone user in the U.S. is capable of sending and receiving text messages and SMS has become increasingly important in developing countries where the number of feature phones far outnumber smartphones. In September 2010 eMarketer forecast SMS would be the biggest single mobile advertising format in the most immediate future, with a 38% share of mobile advertising spend in 2011. Will 2012 be the time when SMS saturation reaches your target market?
Building SMS into your integrated marketing campaigns requires several considerations: Location based marketing, Mo- bile marketing, Social, CRM and Email marketing. A common misperception of proponents of each of these tools is as they grow, they replace the other. Not true. These tools work beautifully together to deliver vibrant campaigns and en- gage customers. Check out this paper on the many ways to integrate SMS with your current marketing efforts.
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