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Advertisements are everywhere; from the traditional inner city billboard to targeted online ads, marketing has pervaded every pore of modern existence. Undoubtedly, advertising is a core component of any successful business, as without it prospective clients and customers would only learn of available products and services via word-of-mouth marketing, which is certainly useful but not always reliable. Companies can choose from a variety of established advertising tools and methods to place their products and services at the forefront of human thinking - or can they?
Television, the internet and, to a lesser extent, radio, have served to provide the population with literally millions of advertisements. Such is the degree of market saturation, consumers expect advertisements to appear as a component or function of a particular product or service; for instance, advertisements frequently appear in television shows (not merely during commercial breaks) and as part of users' everyday experience of the internet. As potential customers are continuously inundated with advertisements, however, they grow ever more immune or indifferent to them. Most traditional forms of advertising can now be filtered by the human brain; because an advertisement is anticipated, it can be easily excluded. Advertisements have largely lost their impact on modern audiences.
In order for a business to effectively connect with its market, new and intelligent forms of advertising must be adopted alongside traditional or conventional methods. One such model is that of mobile marketing, which harnesses the impressive power of SMS advertising.
Mobile marketing offers significant advantages over other relatively new forms of advertising. E-mail marketing, for example, is notoriously inefficient - approximately 5 per cent of e-mail advertisements (excluding junk mail) are read by the intended recipients. In contrast, it has been estimated that 90 per cent of advertisements sent by SMS are read within half an hour of being sent. Clearly, choosing mobile marketing over an aggressive e-mail advertising campaign is likely to reap far greater dividends.
Another advantage of mobile marketing is that of market share. Digital media is saturated by millions of different advertisements produced by millions of different companies, each scrabbling for a small slice of the revenue stream. Mobile marketing has not yet been adopted by the majority of businesses, making it the latest medium through which advertising can actually make an impact on consumer trends.
Arguably the most important benefit of mobile marketing, however, is that an SMS advertisement can reach its intended recipients in any place and at any time. Television and internet marketing can rarely influence audiences on the move, unlike mobile advertising, which can be integrated into part of a wider marketing strategy. In summary, the key benefits of mobile marketing include:
* Enables instant access to new and existing clients or customers
* Avoids pitfalls of conventional advertising methods
* Helps to improve brand awareness
* Can be easily integrated into traditional marketing strategy
* Offers excellent ROI
* Provides instant incentives (e.g. coupon codes) to potential customers
