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How MMS is Shaping Mobile Marketing

With thanks to Matt Kieffer for the image

The Multimedia Messaging Service (MMS) have been available on our phones for the last decade or so. It allows people to share their experiences via photos to their family and friends. Advances in technology have opened the door to brands to target these people.

Mobile advertising as a whole is struggling with its image. The thought of banner advertisements popping up on a smartphone does fill you with dread. Big brands, such as Ikea and Starbucks utilise mobile advertising in the most engaging way. They both use a variety of rich media which is ideal for mobile marketing use.

However, in order for consumers to access this rich content they have to opt in. This is the battleground for every brand wanting to pursue a mobile marketing strategy. Consumers are still very wary about brands entering their lives whilst they are on the move. This is quite surprising as we consume marketing messages almost everywhere we go.

As technology improves and advances, the reach of mobile advertising will go further. The issue a few years ago was that brands had the mobile marketing, but they didn’t have the technology to deliver their message.

If a customer, or potential customer, invites you into their mobile world, you have a great opportunity to use MMS.

However, the uptake for brands conducting mobile marketing has been slow. In a recent survey, Strongview found that only 38% utilised SMS and MMS for mobile marketing purposes. However, 76% of the brands have a mobile optimised website and 49% send mobile optimised emails. So, why are brands not embracing the SMS and MMS mobile marketing techniques?

The main reason brands are not embracing MMS and SMS is because of the reporting flaws in the system. Brands simply do not know whether any SMS and MMS is working. It is this, more than anything else, which holds brands back using SMS and MMS as a means to engage with their target demographic.

However, there are more and more tools available that can help with reporting. Companies like Comverse offer an MMS reporting solution that could help brands get on the MMS and mobile ladder. Click here for more information from Comverse.

Once a brand can use data and effectively report on the successes and failures of any MMS or SMS campaign, they can start to learn from it. Brands still have one obstacle to overcome – opt-in. Consumers are very nervous about allowing brands into their lives, especially whilst they are on the move. An SMS or MMS still has close ties to something that consumers only receive from loved ones. So getting over this barrier is essential.

However, this should be treated like any other business challenge. Incentives are a great way to get people to buy into your brand (on the move). There are plenty of examples of how brands have used incentives to hook their target demographic. Capturing the right details at this stage is essential. You need more than just a name and number in your CRM to really understand your demographic.

 

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