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The Mobile Promotion: Leveraging A Cost-Effective Advertising Channel

By Cyndi Walker

Republish: EasyPublish™ Published: 03Jul2009 Word count: 516 Viewed: 328 time(s) Get Free Content For Your Site

Mobile promotions are increasingly being deployed as companies strive to expand their advertising reach. They can be used to deliver an assortment of promotional incentives across a widely-adopted marketing platform that is still in its early stages of evolution. Mobile promotions can help businesses improve customer loyalty, build awareness about their brands, and collect valuable customer data. They represent a new and quickly developing frontier of marketing.

How An SMS Mobile Promotion Works

At its simplest, an SMS mobile promotion works when a consumer utilizes a "short message service" to gain access to a promotion via his or her cell phone. Consumers are encouraged to send a specific text code to a predefined number. In doing so, they can gain entry into contests, sweepstakes, games, and other giveaway initiatives. The type of promotional incentive offered will depend heavily upon the marketing objective. A company striving for broad market penetration might require a different mobile media promotion than a business trying to encourage purchase activity within its existing customer base.

There are several strategies companies can use to leverage wireless promotions. For example, in-pack premiums can be used to direct customers to a special landing page on a company's website. Once there, customers can be encouraged to provide demographic data before gaining access to a free ringtone or downloadable game.

Or, a promotional incentive can be tied into a popular televised sporting event. Viewers can be directed to text a promo code to a special number in order to enter a large prize drawing. Exclusive web-based campaigns, mailers, and other marketing platforms can be used to deliver customized promotions to cell phones and other mobile devices.

Advantages Of Launching Mobile Promotions

One of the reasons mobile promotions have been adopted by a growing number of businesses is because they provide instant access to consumers. Cell phones, PDAs, and similar devices are common. What's more, they are carried everywhere. That presents a unique opportunity for companies to tap into their customer base at any time.

Another advantage is that businesses can develop brand-specific promotional incentives that improve their position within their market. They can use mobile media promotions to deliver an ongoing stream of customized incentives to their customers that encourage sales. By blending the right mix of games, giveaways, and offers, companies can increase customer loyalty while lifting sales volume.

Integrating Mobile Promotions With Current Marketing Campaigns

While in-pack and on-pack premiums are effective for generating participation, mobile promotions can be integrated with nearly any marketing campaign. They fit cohesively with radio or TV advertising spots, digital signage loops, signage at sporting events, or in-store promotional initiatives. Plus, they can be modified quickly to take advantage of surges in media attention. A rising celebrity, new album release, or topics that are gaining momentum with the public can form the springboard for your mobile media promotions.

Mobile promotions are effective because they stimulate interactive participation and tap into a natural appetite for instant gratification. By developing a strategy that offers a refined blend of prizes, games, and other responses, companies can form a powerful connection to their customers.

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