Mobile Direct Marketing

As a direct marketing delivery channel, the mobile phone is unrivalled in its ability to put timely promotional materials in front of consumers and get superior response rates.

Brands can undertake a range of direct marketing activities via mobile including:

• Coupons and vouchers - for redemption in retail stores or online
• Promotional offers - respond via SMS or click to access brand's WAP site. Redeem in-store by showing the offer on the mobile phone display to the retailer, or on the Web by entering unique offer codes.
• Online traffic building - build traffic to mobile internet site via WAP-push technology

For businesses doing mobile direct marketing, major benefits are numerous and include all of the following:

• Fast campaign set up - shorter lead times when compared to broadcast advertising
• Better campaign testing - test and tweak different versions of ads to improve success
• High level targeting
• Response measurability down to the individual
• Direct delivery of marketing messages
• Delivery receipts verifying which messages are delivered
• Higher response rates than typical Internet and conventional media channels