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By Andreas Roell
Mobile opportunities
Every year is the "year of mobile." There have been expectations from the outset for this advertising platform to revolutionize the industry, and if mastered, marketers could tag along with consumers everywhere. While mobile marketing has not had a breakthrough yet, there are enough statistics and predictions circulating within the industry to keep experts forecasting its probable success -- year after year. The most appetizing is the continued increase of usage and penetration rates. If mobile advertising has its big break within the next two years, as many predictions forecast, it is time for marketers to begin bulking up their mobile databases right now.
What are the opportunities with SMS messaging?
The most obvious advantage of SMS messaging is the immediate access to users. With email, there is an inconsistent lag between when marketers reach out to consumers and when those consumers actually get the message. Mobile advertising allows marketers to reach users wherever they are during the day, not just when they are at a computer, in front of a TV set or in the car listening to the radio. This timeliness can be a crucial element for advertising campaigns such as sweepstakes, time-sensitive promotions or other incentive campaigns.
An advantage for mobile advertisers is the accessibility of the user -- consumers are attached to their cellphones. Marketers can factor this into their messaging strategy, making their communications particularly timely. The mobile platform also has tie-in opportunities with other advertising forums like social networking to help promote multiplatform campaigns. For example, a beer company that advertises during the Super Bowl can give users the opportunity to express play-by-play reactions as a part of an advertising campaign.
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