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Mobile marketing may be headed toward MMS

Rebecca | October 31, 2013

Multimedia messaging services may be the next big channel for communicating with consumers.

Though mobile marketing is still relatively new, there is already an image that comes to mind when the term is spoken, and it usually involves text messages and banner ads that are worked into sites and apps.

Some marketers are beginning to think that the future of this channel, however, is in MMS.

These predictions are not without grounds. The mobile marketing campaigns from large brands such as Kellogg, IKEA, Starbucks, and Bloomingdales, as well as television networks such as ABC, CBS, and Fox, have all included their own elements that include both SMS (text) and multimedia messaging services (MMS). It is the latter that is being viewed by many as the opportunity with the greatest potential and likelihood for growth.

Mobile marketing ads in MMS include any number of different types of content format, including video.

This mobile marketing prediction is causing many brands, companies, and marketers to begin to direct some of their investments and budgets toward businesses and techniques that involve the use of MMS. It is starting to open the eyes of advertisers to the realization that essentially every cell phone is assured to have at least two apps, which are texting and phone calling. This knowledge helps to provide the perspective needed to properly design campaigns in order to reach the largest number of people.

Regardless of the popularity of actual specific messaging apps, which are also being considered as potential avenues for advertising, MMS is growing faster for mobile marketing simply because it comes as a standard on all of these devices, regardless of model or operating system.

Data from the CTIA (the Wireless Association) has shown that there were 74 billion MMS messages sent by consumers last year. This figure increased at the same time that the number of text messages and talk minutes dropped. Even so, brands have not been exploiting MMS as quickly as was possible. This has left it primed for a sudden explosion in the near future, particularly after the outcomes of recent studies that are showing that this technique helps to effectively reach consumers.

Mobile marketing techniques are targeting women shoppers

Julie Campbell | July 10, 2013

Marketers are honing their strategies in order to time their ads to appeal to females with smartphones.

In the United States, approximately 85 percent of all shopping decisions are made by women, according to a tremendous amount of recent research, and this is making them a highly desired target for many mobile marketing campaigns.

According to many marketers, the key is to attract and influence them while they are in retail stores.

An in-store marketing provider called Swirl has released its own recommendations regarding the way in which retailers can become more appealing to female consumers as they shop, and how they can influence what they buy. One of the reasons that the strategy is seen as highly important in-store as opposed to before they even head out is that women like to be able to see and touch the products that they are thinking about buying, and they like the social experience of heading out to purchase products while they are with their friends and family.

Though this is not entirely new, the difference is that they have their smartphones with them and can be reached with mobile marketing.

mobile marketing for women shoppers This has made smartphones an extremely important device when it comes to making decisions about what to buy. Retailers are now starting to see this opportunity to communicate and interact with female shoppers to help to encourage them to buy their products through various forms of encouragement.

A study conducted involving 1,000 women shoppers determined that 76 percent had a preference for shopping for clothing and apparel while in-store – as opposed to buying online – and that only 22 percent favored buying this type of product online, and only 2 percent preferred to shop over smartphones or tablets.

That said, what mobile marketing experts have realized is that while women may not be making their actual purchase over smartphones and tablets, they are using those devices to inform themselves about what they are thinking about buying, as well as to find better prices and savings opportunities such as discount coupons. A survey recently commissioned by Google showed that more than 66 percent of smartphone owners use their devices to assist them with shopping while they are in a brick and mortar store.