The Time is Right for Mobile Marketing - TCN is Here to Lead the Way
Mobile has hit the mainstream in the U.S. At the end of 2008, the number of mobile subscribers had grown to 270 million, reaching 87% of U.S. households.
The availability of unlimited data and text messaging plans has pushed consumer mobile usage beyond voice to text messaging and Internet access. Last year, U.S. consumers sent over 110.4 billion SMS messages per month. This number continues to grow.
As consumer usage of mobile devices explodes, mobile marketing has emerged as a viable marketing channel, with eMarketer predicting mobile ad spending growing to $115 billion by 2013.
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The key to an SMS campaign is drawing on emotive marketing.
This works especially well around the holidays, where emotions are running high, consumers are looking to spend money and they always have their phones on them.
Even though luxury consumers are more likely than non-affluents to have smartphones, some still do not.
Therefore, SMS has to do some of the heavy lifting to take the place of applications and mobile site.
Marketers can use SMS to send messages and exclusive information to their most loyal customers. These messages can send consumers in-store or to a mobile site for a quick purchase.
Brands can also use location-based ads to convince consumers to pop into a nearby location. However, like any marketing strategy, an SMS campaign has to align with the brand image and the rest of its advertising efforts.