MOBILE MARKETING BASICS
An Introduction to the Mobile Channel
The use of mobile phones has now reached unprecedented numbers - by the end of 2006, roughly 2.3 billion people across the globe had a mobile phone, twice the number of those using the Internet. The mobile channel has made it possible to reach these on-the-go consumers - anytime and anywhere. Capitalizing on this opportunity requires a solid understanding of mobile marketing basics, from devices and networks to consumer best practices and ad standards.
Brands and ad agencies need to consider several key technologies, opportunities and issues when developing and executing a mobile campaign.
- wireless ecosystem, including wireless carriers and developers
- capabilities of today's wireless devices and networks
- SMS shortcodes, including how to obtain them and how to develop a marketing campaign around them
- guidelines and best practices, which help ensure that mobile marketing campaigns are transparent, fair and consumer-friendly
- how to maximize the mobile channel's effectiveness, including using ringtones and wallpapers to build brand awareness and a buzz