I have been thinking about this topic for sometime with mobility & mobile devices becoming common place with ever increasing numbers of US subscribers upgrading to smartphones that have much more capabilities than other phones.
So how does a brand leverage this media to reach customers. According to author Chuck Martin there are a couple of tips or things to consider -
a. Determine what phones your customer bases uses
b. Find out how they use their phones
c. Capture their current phone numbers at POS while they are willing to volunteer (this information)
d. Ask for permission to "send" them short messages (SMS) with offers, analyze results often to check who is opting in/out of your database!
e. Think about providing call to actions with your promotional messages
f. Analyze the success in terms of customer retention than customer acquistion
I kind of agree with most of them and was wondering based on the collection of phone numbers and collection of phones number at the POS say at a restaurant, hotel chain or a retailer, how offers can be developed to keep the customer engaged.
Offers could be in terms of delivering an SMS message calling to connect to your mobile website and download a short video or flash based message clip with call to action at the end of it. For hotel chains it could be clips of their different rooms or suites and any deals they may provide at any given time.
This could be an opportunity for agencies and ad publishers as well to develop rich media content (for the bigger brands) by using tools from companies like Celtra Mobile for their customers.
All in all it is expected that the mobile ad market will grow at 57% compounded annual growth to $2.03 B by 2015. Even the telcos plan on getting on the bandwagon and grab a market slice of the market share.
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