Everyone’s on the go these days. Life’s busy, that’s why mobile marketing is so effective. The term can refer to one of two categories of marketing; the first is meant to depict marketing with a mobile phone, which is a relatively new form of marketing, and the second is used to describe marketing in a mobile form such as a moving billboard. Using mobile phones as a means of marketing has become ever more accepted since the rise of short message service (SMS). Mobile Marketing via SMS has expanded rapidly around the world as an innovative way to reach the consumer. SMS had initially received negative media coverage in many parts of Europe as many people thought it would be a new form of spam, as some advertisers purchased lists and sent unsolicited content to consumer's numbers. However, guidelines have since been put in place by the mobile operators and SMS has become the most popular branch of the Mobile Marketing industry with several 100 million advertising SMS’s sent out each month. And those figures apply just to Europe!
But with every silver lining, there is the inevitable cloud and regrettably, mobile spam messaging is that cloud. This can crate havoce if advertsiments are received by non-discerning children. Many parents are allowing their young children open access to their own cells phones and they see advertisements on television offering great prizes and cash rewards if you text in answers to simple questions. Children do not usually read the fine print at the bottom of the screen saying that you will be charged $5.00 or more per text message. Even worse, in some cases once you send one text message you are often placed on a mobile mailing list, such as with the commercials that tell you to send a text to a certain number to receive a Joke a Day every day. Children often don’t realize they are going to get charged for each message and their shocked parents end up with a very large cell phone bill at the end of the month, which can be difficult to have reversed since the user did sign up for the mailings and did receive the messages they requested. So that’s the downside.
Wicxh brings us to mobile web marketing. This allows you to advertise on web pages specifically meant for access by mobile phones. As for regulations, The Mobile Marketing Association provides a set of guidelines and standards that give the recommended format of advertisements, presentation and metrics used in reporting. Yahoo!, Google and other major mobile content providers have been selling ad placements on their spaces for years now, as it is an opportunity for them to make a lot more money.
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