Mobile marketing

Mobile marketing is multi-channel online marketing technique focused at reaching a specific audience on their smart phone,tablets,or any other related devices through websites,E mail,SMS and MMS,social media or mobile applications.Mobile marketing can provide customers with time and location sensitive,personalized information that promotes goods,services and ideas.In a more theoretical manner,academic Andreas Kaplan defines mobile marketing as "any marketing activity conducted through a ubiquitous network to which consumers are constantly connected using a personal mobile device".


Marketing through cellphones' SMS (Short Message Service) became increasingly popular in the early 2000s in Europe and some parts of Asia when businesses started to collect mobile phone numbers and send off wanted (or unwanted) content.On average,SMS messages are read within four minutes,making them highly convertible.

Over the past few years SMS marketing has become a legitimate advertising channel in some parts of the world.This is because unlike email over the public internet, the carriers who police their own networks have set guidelines and best practices for the mobile media industry (including mobile advertising).The IAB (Interactive Advertising Bureau) and the Mobile Marketing Association (MMA),as well,have established guidelines and are evangelizing the use of the mobile channel for marketers.

While this has been fruitful in developed regions such as North America,Western Europe and some other countries, mobile SPAM messages remain an issue in many other parts of the world,partly due to the carriers selling their member databases to third parties. In India, however,government's efforts of creating National Do Not Call Registry have helped cellphone users to stop SMS advertisements by sending a simple SMS or calling 1909.

Mobile marketing approaches through SMS has expanded rapidly in Europe and Asia as a new channel to reach the consumer.SMS initially received negative media coverage in many parts of Europe for being a new form of spam as some advertisers purchased lists and sent unsolicited content to consumer's phones however as guidelines are put in place by the mobile operators,SMS has become the most popular branch of the Mobile Marketing industry with several 100 million advertising SMS sent out every month in Europe alone.

In Europe the first cross-carrier SMS shortcode campaign was run by Txtbomb in 2001 for an Island Records release,In North America it was the Labatt Brewing Company in 2002.Over the past few years mobile short codes have been increasingly popular as a new channel to communicate to the mobile consumer.Brands have begun to treat the mobile short code as a mobile domain name allowing the consumer to text message the brand at an event,in store and off any traditional media.

SMS marketing services typically run off a short code,but sending text messages to an email address is another methodology (though this method is not supported by the carriers).Short codes are 5 or 6 digit numbers that have been assigned by all the mobile operators in a given country especially for the use of brand campaign and other consumer services.Due to the high price of short codes of $500–$1000 a month,many small businesses opt to share a short code in order to reduce monthly costs.The mobile operators vet every short code application before provisioning and monitor the service to make sure it does not diverge from its original service description.Another alternative to sending messages by short code or email is to do so through one's own dedicated phone number.