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Mobile marketing definition

Mobile marketing has taken Asia and Europe by storm but is in its infancy in North America. If you are interested in generating a great, new revenue stream for yourself, we highly recommend that you consider the new mobile marketing programs.

"Mobile marketing is a set of practices that enables organizations to communicate and engage with their audience in an interactive and relevant manner through any mobile device or network."

This mobile marketing definition is short and to the point, but while it seems straight forward and even simplistic on first view, the definition is densely packed with all the major terminology important to mobile marketing. Any company wishing to begin a mobile marketing campaign should take the time to carefully consider the key concepts laid out in this short phrase, namely: practices, engagement and communication, and relevancy.

Mobile marketing can also be defined as "the use of the mobile medium as a means of marketing communication", the "distribution of any kind of promotional or advertising messages to customer through wireless networks". More specific definition is the following: "using interactive wireless media to provide customers with time and location sensitive, personalized information that promotes goods, services and ideas, thereby generating value for all stakeholders".


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Let's take practices first. This covers everything that a good mobile marketing strategy should include, and everything you wish to do to successfully engage with your target audience. All of the many facets of general marketing can be incorporated into a mobile marketing strategy.

Next is communication and engagement. By definition, mobile marketing has these concepts right at its very heart. After all, if mobile marketing strategies based around the mobile phone isn't about communication, then what is it? Engagement is the core principle in mobile marketing and to most users the mobile phone is a highly personal device, so interacting with them in a direct, nurturing and truly two-way conversational manner is essential.

It is worth keeping this mobile marketing definition in mind when developing your mobile strategy. It is useful to refer back to the definition at key stages in the plan, and think about how you can use these concepts to successfully engage with your customer. In doing so, you will attain mutually beneficial and tangible results for both you and your core customers.

Really, when it comes to the ways in which you can market through this medium, you are only limited by your imagination. The secret to successful SMS marketing campaigns is to keep them fun and relevant to your target market. When it comes to message options, you may choose to host contests, take polls, offer coupons, advertise special rewards for subscribers, or even make a game out of it. Anything that incites your subscribers to some sort of action, and that inspires them to recommend you to others, is a successful campaign.

Once you have grown a subscriber list, you need to research your market. What types of customers is your list comprised of? Your SMS marketing campaigns should speak to them in a relevant and engaging way. Create your messages with these things in mind, and be sure to include a clear call of action (what you want subscribers to do when they receive your message). Be aware that you will have to provide something of value to get the response you want.

Once you are satisfied that you know who you are marketing to, and how you want to market to them, you need to find a good SMS marketing company to deploy your messages and manage your campaign. There are many such companies out there - each with different offerings, specialties, and price points - so shop around and choose carefully.

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