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Mobile Marketing has been an emerging area of study and investigation over the last four years. Based upon the rise and deployment of wireless devices (mobile phones, PDAs, etc), it analyses the interaction between people and information when passed through over the mobile channel. It focuses on articulating conclusions that will be able to determine targeted and managed one-to-one opt-in communication efforts.
We used to call it Direct Marketing. Add the mobile interactive channel and manage interactivity, mix in a lot of data management, put it all in the mould of a communication strategy, evaluate, follow-up, qualify and evolve and here you are with a Mobile Marketing strategy. You do Mobile Marketing whenever you manage marketing activities through a wireless IT or a mobile telecom channel.
Globally the success of Mobile Marketing has been based upon the growing penetration of mobile telephones in the European market. People discover a new way of exchanging data information: SMS and MMS. The experience is highly personalized; some people treat their mobile phone almost as their “best friend”. It is this final resort of intimacy and secret holding (take a good look: although people might pick up your fixed phone if you are out of the office, they will think twice before touching your mobile phone).
Mobile Marketing will try to transpose a unique and personalized consumer experience to this very same device, an experience that mass media has never been able to convey. But do not get it wrong: sending the wrong message to the wrong person at the wrong time will make it come back straight into your face. Anybody can provide you with a service to send bulk SMS to telephones, only Mobile Marketeers will ensure that your brand will be strengthened by this.
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