Mobile Media Solutions for Business - Mobile Media Marketing

Mobile media solutions for business generally describes marketing on or with a mobile device, such as a cellular phones, tablets, and lap tops.? It can also refer to more on-the-move traditional marketing, such as technology road shows or moving billboards. Broadly defined, mobile media solutions is the use of mobile communications media as a means of directing marketing communication. An example is where interactive wireless media providers give customers time-and-location sensitive, personalized, information, which promotes goods, services, and ideas?thereby generating value for both buyer and seller. One of the unique features of mobile media marketing is that it is often user-initiated and user-controlled, and requires the express consent of the user to receive future communications (?Mobile marketing,? 2011).? Approximately 4.6 billion cell-phones exist globally, compared to 1.1 billion computers. Cellular phones currently outnumber TV sets by over 3 to 1, and PC based internet users by over 4 to 1, and the total laptop and desktop PC population by nearly 5 to 1 (?Mobile advertising,? 2011). Therefore, it is hard to ignore this trend as a means of generating interest and ultimately, sales revenue.

Mobile Media Solutions Via Text-Message

Text messaging, also known as Short Message Service (SMS), has been in use since approximately 1992, and is limited to 140 bytes per message, or about 160 characters in the English alphabet. SMS is popular in Europe, Asia (though in Japan SMS has been largely superseded by mobile internet email), the United States, Australia and New Zealand, and is growing in popularity in Africa (?Text messaging,? 2011). About 3.5 billion text messages are sent everyday (Cohen, September 24, 2009).

I Just Won...

SMS has several advantages over email, something exploitable by mobile media marketers. For one, the existing regulatory framework still keeps SMS uncluttered and spam-free. SMS is also the one form of communication that many people are tethered to 24/7, and cannot do without.? Where email in boxes fill up with loads of marketing messages that will be deleted and never read, 97% of text-messages are opened, with 83% of those opened within one hour of being sent. One of the most notable text-marketing campaigns occurred during the 2008 presidential campaign, when President Obama stated he would use SMS as one of the means to announce his selection of Joe Biden as his running mate. Approximately 2.9 million users registered to receive the notification, and though CNN scooped the nation on television prior to SMS announcement being sent, the Obama campaign was able to use the 2.9 million cell-phone numbers acquired for further campaign marketing and for fundraising.? The publicity of this event was noted, and afterward there was an uptick in SMS marketing throughout the country (Cohen, September 24, 2009).

SMS has become the most widely used mobile media solutions tool used by the retail and Fast Moving Consumer Goods (FMCG) industry. SMS marketing is effective because the message is sent directly to the target audience, and can be used for a number of areas, such as recruiting, marketing, customer care services, etc. Bulk SMS has also become important for reaching enormous markets with large numbers of potential customers in a short period of time. Just one click allows a business person to send a text-message containing a product description, price, or any other relevant information .

Mobile Media Solutions Via Mobile Advertising

Mobile advertising is a form of advertising via cell-phones or other mobile devices, and is considered to be a subset of mobile media solutions. Mobile media advertising is closely related to internet advertising, though its reach is considered to be far greater. It is probable that the advertising and the mobile media industry will increasingly account for a larger share of the fast growing mobile media solutions market, though it remains at about 1% of global advertising spent (?Mobile advertising,? 2011).

Mobile Media Solutions Surpasses Internet Marketing

Mobile media advertising is becoming more popular as businesses try to reach their customer-base through an expanding use of smart phones. Research from Informa Telecoms & Media indicates that the mobile advertising industry might be worth almost $24 billion by 2015 (Del Grande, July 5, 2011).

According to the CEO of mobile media solutions company BuzzCity, mobile advertising is no longer dominated by a handful of markets. To have nearly 50 countries each serve over 100 million advertisements per quarter is not only an important milestone, but a real indication of the depth and increasing maturity of mobile media solutions as a whole. Mobile internet advertising is now an ubiquitous force for marketers to spread their message, build brands and transactions with a medium that marketers cannot afford to ignore. Moreover, as adoption of mobile payment technology becomes more widespread, mobile advertising will likely respond to help advertisers see more direct and immediate responses to their ad campaigns (BuzzCity.com, 2011a). BuzzCity?s first quarter, 2011 results saw the number of ads served on the BuzzCity ad network increase by 38% globally, to 23.2 billion ad impressions, representing record levels of both traffic and adspend, primarily driven by ongoing consumer demand for greater mobile media solutions (BuzzCity.com, 2011b).

According to BuzzCity?s CEO, Consumer demand for mobile content continues to grow and advertisers are taking advantage of this. In gaming for example, advertisers are using paper-download games as a key part of ad campaigns?particularly in value added services markets in places like Indonesia, South Africa, India, and Mexico. Central and South American countries continue to be a hotspot for mobile advertising campaigns, helped by cheaper data rates and improved network capabilities. Countries that have shown an increase of mobile media solutions through advertising and text messaging include Spain (225%), China (130%), South Korea (92%), Thailand (92%) and Turkey (82%). Despite political tension, even Egypt has shown a phenomenal 144% increase in mobile media solutions.

Mobile media solutions, using text messaging and mobile advertising is a necessary part of an advertising campaign for any business to be competitive in today?s market.

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Copywrite 2011

tags: mobile media?? mobile media advertising?? mobile media marketing?? mobile media solutions?? text messaging??

Source: http://edwincabrera.com/mobile-media-solutions/

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