Let's discuss mobile marketing!

And – we’re not talking about moving billboards! Mobile Marketing in this discussion refers to marketing on or with a mobile device, such as a cell phone. Mobile marketing offers a new way of connecting with consumers.

Marketing on a mobile phone has become increasingly popular since the beginning of SMS (Short Message Service). Some feel that mobile marketing is intrusive, however over the past few years SMS has become a legitimate avenue for advertising. This is because networks such as the IAB (Interactive Advertising Bureau) and the Mobile Marketing Association have set guidelines and best practices for mobile advertising.

While Mobile Marketing is still in its infancy in the U.S., it has expanded rapidly in Europe and Asia as a new channel to reach the consumer. Initially receiving negative response and considered as a form of spam, there are now 100 million advertising SMS sent out every month in Europe alone.

SMS services typically run off a short code, but sending text messages to an email address is another methodology. Short codes are 5 or 6 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. One key criterion is that the consumer opts in to the service. The mobile operators demand a double opt in from the consumer and the ability for the consumer to opt out of the service at any time by sending the word STOP via SMS. These guidelines are established in the MMA Consumer Best Practices Guidelines which are followed by all mobile marketers in the United States.