| All figures and rates mentioned in the results of | | | | campaign. |
| mobile marketing campaigns give us the impression | | | | It is not only an innovative aspect, but the |
| that this new communication channel is a "goldmine" | | | | interactivity is also extremely active in the MMS and |
| for any advertiser and any campaign (as long as it is | | | | SMS advertising. The consumer, in turn, has to |
| intelligent and intelligible, and is conducted by mobile | | | | participate and click to hear what he has to win a |
| marketing business experts) will be a success. | | | | quiz, a mini game or any other |
| But these figures, although very encouraging, could | | | | But again is this a fad? Consumers, mobile users could |
| they just be fads? Are not we so accustomed to | | | | probably be quickly overwhelmed by all these |
| conventional promotional campaigns on television or | | | | advertisements. Even if the regulations are much |
| radio that a single innovation in advertising makes us | | | | stricter when it comes to mobile phones, including an |
| change our way of perceiving? | | | | opt-in required, it is likely to be insufficient to continue |
| Consider the following of SMS advertising over | | | | on as important figures. |
| traditional mediums of advertising: | | | | It is obvious that we should intensify the analysis to |
| The recall rate announced of SMS would be up to 4 | | | | validate the assumptions made above. In any case, |
| times higher (60%) to that of an audio message on | | | | this ticket does not mean that this type of campaign |
| radio or television. One might wonder how a message | | | | is useless and that advertisers are right in the wall. |
| of less than 160 characters can do more effects | | | | Instead, Mobile marketing in particular, should be used |
| than a TV commercial or radio in 30 seconds! | | | | for reasons of proximity to consumers and target |
| (Considering the costs between the two is | | | | very specific, but I do not think businesses should be |
| astronomical!) To me, this is not the type of | | | | satisfied with these numbers without analyzing the |
| message (visual or textual) nor the size that play but | | | | causes. |
| rather the innovative aspect of the message passed. | | | | However, mobile marketing campaigns must, expect |
| In fact, send an SMS message stating, for example, | | | | in the medium term or even short-term lower rate of |
| the output of a new product is not yet quite | | | | returns if a new innovation does not happen quickly... |
| "normal" for consumers. They then tend to click | | | | If this happens, a lot of work to persuade the |
| more easily on the message even if only to discover | | | | consumers will be achieved by the mobile marketing |
| what lies behind that push. Therefore, rates of | | | | agencies to make them understand that this type of |
| returns, clicks and bounces are necessarily more | | | | communication should be complementary to the web! |
| important than any other type of marketing | | | | |