How much do you know about SMS?

SMS means "Short Message Service". The original specifications for SMS were developed in 1985. It is commonly referred to as text messaging or "texting" as well.

SMS is available on digital GSM networks allowing text messages of up to 140 English characters to be sent and received via the network to a mobile phone, or from the Internet, using a so-called "SMS gateway" website. If the phone is powered off or out of range, messages are stored in the network and are delivered at the next opportunity.

SMS use for personal communication is rapidly increasing in popularity. In 2000, less than 20 billion SMS messages were sent; by 2004 that number had grown to in excess of 500 billion messages.

Source: Wisegeek , HKSMS, DevX

The Pros & Cons of Mobile Marketing - SMS

Pros:
Measurable
Delivery of SMS text messages can be tracked while that SMS campaign can be monitored in real time. Nike can judge consumer response immediately and change with two-way messaging capability.

Extremely Effective
Consumers need to opt-in to receive mobile marketing messages, people trust the source of the message and more likely to get back to the message.

Cost-effective & Affordable
Mobile marketing effectively reduces the production and distribution cost of marketing messages.

Can Develop New Market
Mobile Marketing is strong to cross all demographic, location and phone call limitations.

Great for Customer Retention & Added-value Service
The SMS campaign can create a loyalty environment for Nike to keep their customers.

Cons:
Privacy
Nike is wary of consumer privacy issues.

Mobile Marketing is Fragmented & Complex
Many different handsets and carriers, different types of functionality, and different preloaded apps (i.e. Google Maps on iPhone).

Let's share a video about the Pros & Cons of Mobile Marketing.

Source: Clickatell, Search Engine Land, YouTube

Case Study: Nike Launches a SMS Campaign for a Limited Edition Athletic Shoe

Nike’s release of a limited edition athletic shoe, the Air Force-X Mid, launched a marketing campaign as cool as the shoe itself. To generate buzz among hip urban adopters while creating a sense of scarcity for a limited edition high-end athletic shoe, Nike create and execute a mobile marketing campaign in New York City called “Recon.”

Entrants must send a blank SMS to short code 6543 (NIKE) to receive registration instructions. At the registration site, a map will indicate the general location of the posters then an SMS short message sent by Nike to entrants will alert players to the cross streets of the latest posting. Once players spot the posters, they send a short SMS message back to Nike which registers the time they saw the poster. The shorter the time between the posters' posting and players' SMS response, the higher the score. There will be four postings per day. At the end of the four day period, the players with the highest scores will win a limited edition version of Nike's Air Force-X MID, designed by legendary NYC street artist, Stash. Runners up will have a chance to purchase the shoes at an exclusive pre-launch event.

The mobile campaign creating a new and engaging communications vehicle for Nike and its customers.

Source: Mobile Marketing Association

What is Mobile Marketing?

Mobile marketing can refer to one of two categories of marketing. First, a relatively modern one, is meant to describe marketing on or with a mobile device, such as a mobile phone. Second, a more traditional definition, is meant to describe marketing in a moving fashion e.g.technology road shows or moving billboards.

Mobile marketing is broadly defined as “the use of the mobile medium as a means of marketing communication” or “distribution of any kind of promotional or advertising messages to customer through wireless networks”. In addition, mobile marketing can be defined as “using interactive wireless media to provide customers with time and location sensitive, personalized information that promotes goods, services and ideas, thereby generating value for all stakeholders".

Mobile Marketing is a set of practices that enables organizations to communicate and engage with their audience in an interactive and relevant manner through any mobile device or network.

Let's enjoy a video about the Definition of Mobile Marketing from iLoop Mobile.



Source: Wikipedia