The way ahead

Although search and advertising have played a part in the rise of mobile marketing, they are ultimately overshadowed by the popularity of SMS messaging. However, this momentum can only be sustained if mobile operators observe best practice around permission marketing.

This means creating large and qualified opt-in databases, sending only relevant, solicited and targeted ads, and using response rates and customer satisfaction surveys to inform marketing strategies. There are plenty of technologies on the market that can help operators put this strategy into action as effi ciently as possible – some of them, like interactive SMS messaging, unique. The combination of properly implemented permission marketing, cutting-edge technology and well thought-through consumer engagement strategies is as close to a guaranteed formula for success as you can get .
 

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See also

In one mobile campaign in India, a message promoting a sports news service was tested on similar target audiences using two delivery methods: a standard SMS and an interactive one. The response rate for the former, where the customer had to send a text message, was just 0.2%; for the latter, where the customer only had to press one button on their phone, it was 7.7% – a massive 38% higher.