Snapshot from the future: mobile marketing

Acknowledging the substantial popularity of cell phones and other mobile devices, it is no surprise that mobile marketing is turning out to be one of the most promising developments. Mobile marketing is quite a new progress that offers both commercial and non-commercial content to mobile devices using technology such as Bluetooth and SMS. As cell phones and PDAs become almost indispensable, the potential for mobile marketing is huge. Some examples of viral marketing systems used in mobile market include text messages, ring tones, cell phone wallpapers and games. Although mobile marketing is still in its infancy, there are some key techniques that have brought success to this market.

The Mobile Marketing Association (MMA) defines the mobile marketing as the use of wireless media as an incorporated content deliverance and direct response system within a cross-media marketing communications program. Based on this definition, your cell phone marketing campaign should not simply end with your mobile message. It should be completed with other campaign efforts, like Web marketing.

So, before you create a mobile marketing campaign, you need to clarify your strategy, message and objective. You have to determine what you are trying to achieve. Do you want to promote a product, or to make links for future sales? Once you have outlined your targets, you have to decide exactly which mobile marketing techniques you are going to utilize. Here are some efficient ideas:

• Text message polls
• Downloadable ring tones
• Sweepstakes entries
• Cell phone wallpapers and graphics
• Digital videos
• Coupons

For instance, just reflect on how the famous television program "American Idol" has integrated mobile marketing into their promotional technique. Every week, millions of people send their votes throughout text messages after watching the show, demonstrating the power and efficiency of marketing techniques planned exclusively for mobile devices.

The Stories

The 2006 Annual Global MMA Marketing Awards acknowledged the accomplishment and inventiveness of a number of businesses that have implemented exceptional and original marketing campaigns. One very successful promotional campaign allowed customers to use their newly acquired cell phones to submit a coupon code via SMS in order to obtain a discount. Those who participated could win a car, fact that had an incredible influence on the number of products sold.

Whatever method you choose to use, always consider that the user experience comes on the first place. By integrating your mobile marketing strategy with other promotion techniques, you can capture the attention of busy mobile-users.