Campaigns thus differ first of all by the methodology used to acquire customer permission. “PULL” campaigns ask the customer to pull the mobile information towards him thus giving us permission to interact. This can be done by advertising what message has to be send to what short number in order to participate or adhere. Of course registration could also be done by mail or other classical communication channels.

“PUSH” campaigns push the information towards the customer without him having triggered it beforehand. Information is pushed to customers having registered previously or having subscribed to a “mobile club”, fixed user groups giving their explicit consent to be sent promotional or informational mobile content.

“INTERACTIVE” or “DIALOGUE” campaigns develop a steady flow back and forth between the transmitting and the receiving agent. The pace and format will be pre-determines in the general conditions of participation, e.g. a game in which you receive one question per day and you send one answer per day.

Basically, a Mobile Marketing campaign will always be integrated into a classical media campaign. It is a part of something bigger. Well used, it will be the icing of this communication cake. It will furthermore allow to develop long-term relationships with customers (M-CRM) that will not have to rely on annex media activity.