What is Mobile Marketing

Keith Clark
Editor
Kclark@MobileMarketingNews.com
11-05-2004

Mobile Marketing is the use of the mobile medium as a communications and entertainment channel between a brand and an end-user. Mobile marketing allow for spontaneous, direct, interactive and/or targeted communications, any time, any place.

American and European companies are using mobile marketing in a wide variety of ways:

For customer acquisition
For customer retention
For building customer loyalty
As a sales promotion tool
To support product launches
To raise brand awareness
For internal communications
As a redemption (coupons) mechanic
For direct marketing
As a business to business communications vehicle
As additional revenue stream
For news and information services
To offer time and location specific offers
As a channel for delivering ringtones and logos

Mobile Marketing utilizes current technologies of all mobile devices including handsets and PDAs. Communications include Short Message Services (SMS), Multimedia Messaging Services (MMS) combining text with simple graphics and sound, Wireless Application Protocol (WAP) mobile internet and WAP Push services and full multimedia Third Generation (3G) services.

Mobile Marketing is now being used by marketers in every sector, targeting audiences of all ages, reflecting the wide penetration and use of the medium that now prevails.