As a complementary medium, the interactivity and one-on-one nature of the network is key to success. Mobile Marketing utilizes the most widespread medium, mobile phones and network, as a new channel to support brand building in the mind of the consumer. As a complementary medium, the interactivity and one-on-one nature of the network is key to success. There are basically various tools used in Mobile Marketing to increase brand awareness, generate customer opt-in databases, or drive attendance to specific events and locations:
SMS (Short Message Service): SMS services typically run off a short code (4 or 5 digit numbers that have been assigned by all the mobile operators in a given country) for the use of brand campaign and other consumer services. The consumer can text message to the short code of the brand (mobile domain) at an event, in store and off any traditional media.
MMS (Multimedia Message Service): Brands can both send and receive a timed slideshow of rich content such as images, text, audio and video.
WAP (Wireless Application Protocol): Mobile web page, serving as a destination, is accessed through the handset’s browser in order to access the images and information on the promotion. It’s a great way to gather data about the demographic information and preferences. Opts-ins can be collected through mobile web pages. Check boxes, radio buttons, promotion terms and conditions can be placed in WAP sites.The brands can interact directly from their mobile site through click-to-call, click-to-sms features.
IVR (Interactive Voice Response) : Voice calls and video call has become one of the important tools of mobile marketing since they offer high level of interactivity and a buzz effect. Brands are calling their customers and deliver their marketing messages as well as set up interactive campaigns and contests to increase the dialoge with their target user.