Mobile marketing can be classified into two types based on the technology involved. The more traditional form involves marketing on the move, such as moving billboards and roadshows. The second type refers to marketing on mobile phones. Since the onset of the millennium, mobile marketing through cell phones has become very popular. Short message service, popularly known as SMS, has made marketing through this method much easier.
Initially, there were some challenges as unwanted information was being sent to people. Most of the SMS messages were spam, leading to negative media responses worldwide. This issue arose because some advertisers purchased lists of mobile users and began sending unsolicited messages. However, strict security measures and laws were later implemented to address this problem. The marketing industry soon recognized the potential of mobile marketing and fully utilized it. Mobile service providers established guidelines and laws, transforming it into a legitimate advertising channel. Organizations such as the Mobile Marketing Association and the Interactive Advertising Bureau also introduced guidelines to ensure proper functioning of mobile marketing.
Mobile marketing gained significant popularity in Asia and Europe as it was seen as a novel approach. In Europe alone, hundreds of millions of pounds have been invested in SMS advertising. SMS has become the most widely used aspect of mobile marketing. The rise of short codes has further simplified SMS usage, enabling brands to reach out to potential customers effectively. Mobile short codes are now regarded as mobile domain names by many global brands, allowing customers to interact with brands through messages.
In the United States, the first SMS short code campaign was launched in 2002. SMS messages containing short codes are easier to send and include complete information. Short codes typically consist of four to five digits assigned to mobile operators in specific locations for brand campaigns and other purposes. These numbers are strictly monitored by service providers to ensure compliance with original service descriptions.
Similar to opt-in emails, customers must opt-in to receive SMS messages. This is a crucial requirement that advertisers must follow when sending promotional SMS. Some mobile operators even mandate a double opt-in process for added security. At the same time, opting out is made simple for customers. They can terminate message subscriptions by sending the word "STOP" via SMS. These guidelines have been established by the Mobile Marketing Association's consumer best practices and are mandatory for all mobile marketers in the United States.
In addition to SMS, service providers now offer options to send SMS to email addresses. Other promotional services include mobile games, ringtones, and wallpapers. This has led to the development of Multimedia Messaging Service (MMS), which allows the sending of short promotional videos and animations. Bluetooth technology, which started in 2003, has also become a valuable tool for mobile marketing. Messages sent via Bluetooth require the receiver to accept the request, making this method legitimate. Bluetooth offers high-speed message transfer and is free as it operates through radio-based technology.
Another innovative approach is location-based services, where SMS advertisements are sent to mobile phone users based on their geographical location. This is achieved by tracking the customer via a GPS chip built into the phone or through radiolocation signals from nearby cell phone towers.
With the emergence of smartphones and advanced applications, mobile marketing has evolved further. Push notifications and in-app advertisements have become prominent ways to reach users directly. Social media integration and mobile-friendly websites have also enhanced the effectiveness of this strategy.
Mobile marketing follows a secure and customer-friendly approach, as it is opt-in based. Messages sent through this method are referred to as mobile originated (MO) messages. Advertisements delivered via calls are known as mobile terminated (MT) messages. Given the rapid increase in mobile phone users and advancements in mobile technologies, mobile marketing continues to grow as a highly effective advertising tool.
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