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Mobile Marketing a Powerful Medium
Mobile marketing applications present a wide variety of businesses an effective, low cost, marketing tool to reach a targeted audience effectively. According to a survey done by the Pew Internet and American Life Project 62% of all Americans are part of a wireless network and participate in digital activities away from home or work. Furthermore 58% of all Americans have used a cell phone or Personal Digital Assistant to email, send and receive text messages, access maps, or take pictures or record video. An astounding 86% of all Americans 13+ won a mobile phone.
Mobile marketing offers businesses an unprecedented way to reach a large and relatively affluent audience. Eric Schmidt, CEO of search engine giant Google, calls mobile 'the recreation of the internet.' Mobile marketing has the power of email but combines the immediacy of instant messaging with the selling power of television. Mobile marketing allows businesses to reach their prospect when they are most likely to buy. There is a good reason the New York Times called mobile marketing 'the most powerful advertising medium of all time.'
Many companies have already discovered the benefits of mobile marketing. Pizza Hut and Papa John's allow ordering via cell phones. The NBA, and the NFL use mobile for voting and political campaigns have discovered the power of mobile marketing. Several major Universities use mobile technology for emergency alerts, class cancellations, or unexpected closures. After the tragedy at Virginia Tech many universities implemented text alerts. Since 95% of all college students own mobile devices universities have found mobile technology a very effective way to reach a majority of students in a very short amount of time.
Mobile marketing uses Common Short Codes (CSC) which is a universal way for brands to connect with almost all mobile users. Typically a mobile user can send a message using a short code usually with the expectation of receiving information or content in return. The content could be anything from Restaurant specials to tickets to sporting events. The delivery of content can be timed for maximum effect.
Mobile marketing allows businesses to establish a database of customers who have opted in and have agreed to have text ads and promotions sent to their cell phones. This helps consumers to receive promotions that are likely to be of interest and value. Most businesses are well aware that an unsolicited ad is likely to receive a negative response and mobile marketing is designed to prevent this.
Mobile marketing is one of the most inexpensive and efficient ways to reach a relatively affluent, tech savvy audience. It should come as no surprise that mobile marketing has been dubbed the 'future of advertising.'
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