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Mobile Marketing and the Future of Advertising
Mobile technology presents businesses with new opportunities to reach a wide audience and increase sales. In the last decade text messaging has become immensely popular particularly among the tech savvy younger generation. Mobile marketing has many advantages over more traditional marketing methods.
Mobile marketing allows an advertiser to send a large amount of messages to a targeted audience almost instantly and these messages can be targeted to a very specific group of consumers. According to a poll conducted by Pew 62% of all Americans are part of a wireless, mobile population that uses mobile devices while away from work or home. In addition 58% of all Americans have used a cell phone to do one of several activities such as texting, emailing, looking for maps, and other activities.
This presents a unique opportunity for businesses, whether large or small, for mobile marketing campaigns designed to attract customers to specific goods and services. For example, many potential car buyers will visit auto dealerships on a Sunday to avoid interacting with overly aggressive sales personnel. Quite possibly the potential buyer could walk away and a sale would be lost.
In order to capture this audience the auto dealer could place a clearly visible card in or on the car with a keyword and short code number the customer could access and receive all available information about the car. The buyer could then make a decision to return to the dealership during normal business hours and possible purchase the car. Since the customer has opted in to the dealership's database, the dealership now has a database they can use to inform customers of special events and sales.
Mobile marketing offers businesses a way to reach potential customers in an unobtrusive way. Unlike annoying spam those receiving text ads must first opt in and agree to receive text ads. Businesses can establish a database of opted in clients. The customer is protected from receiving unsolicited annoying ads on their cell phone. Mobile marketing allows consumers to receive advertising that is likely to be of interest and value to them. Most advertisers are aware that unsolicited ads are likely to generate a negative response.
Mobile marketing is an inexpensive and efficient way to reach an educated, affluent, and tech savvy audience. A recent survey found that 23% of all Americans reported using a blackberry, palm pilot, or other mobile devices in the past year. It is no surprise that mobile marketing has been called the 'future of advertising.'
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