SMS mobile marketing might be known as the most common type of mobile marketing. But in light of luxury automaker Jaguar's recent success with SMS mobile marketing, common does not mean low-quality.
Jaguar used SMS mobile marketing (Luxury Daily: http://www.luxurydaily.com/jaguar-taps-sms-for-test-drive-offer/) to promote their 2011 Jaguar XJ model and offer test drives. To do this, Jaguar's advertisements featured a mobile marketing call-to-action that encouraged customers to text 'JAGUAR' to the shortcode 524 827. Customers received a reply SMS which contained a link to Jaguar's mobile Web page.
SMS mobile marketing made it as easy as possible to drive targeted traffic to Jaguar's information and videos on its mobile Web site. This is because the Web site link was sent by SMS, straight to customer mobile phones. Accessibility has always been a strong point of SMS mobile marketing, but to begin with, many examples SMS mobile marketing targeted the average consumer and advertised average-quality products. Jaguar's mobile marketing tells us that luxury products can also use SMS mobile marketing successfully.
"Many luxury brand customers lead on-the-go, connected lives that put the mobile device within a few feet of them wherever they travel," said Jeff Hasen, chief marketing officer of Hipcricket (a US/Mexican mobile marketing company). "Also, because the price of goods and services is higher, affluent mobile subscribers often want to go further than a traditional ad."
Mobile marketing is any kind of marketing on or with a mobile device. SMS mobile marketing allows customers to respond to advertisements via SMS, thus increasing the accessibility of advertisements. In the past, SMS mobile marketing has typically increased ad response levels by 2-3 times (see http://cms.txt2get.com).
SMS mobile marketing also brings accountability to advertising, because organisations can view the exact number of responses and the time and date they came in. This means that for the first time, advertising effectiveness can be measured exactly. So while Jaguar's budget and ROI may not be their primary concerns, SMS mobile marketing is a solution for many SMEs who have more limited resources.
Jaguar used SMS mobile marketing (Luxury Daily: http://www.luxurydaily.com/jaguar-taps-sms-for-test-drive-offer/) to promote their 2011 Jaguar XJ model and offer test drives. To do this, Jaguar's advertisements featured a mobile marketing call-to-action that encouraged customers to text 'JAGUAR' to the shortcode 524 827. Customers received a reply SMS which contained a link to Jaguar's mobile Web page.
SMS mobile marketing made it as easy as possible to drive targeted traffic to Jaguar's information and videos on its mobile Web site. This is because the Web site link was sent by SMS, straight to customer mobile phones. Accessibility has always been a strong point of SMS mobile marketing, but to begin with, many examples SMS mobile marketing targeted the average consumer and advertised average-quality products. Jaguar's mobile marketing tells us that luxury products can also use SMS mobile marketing successfully.
"Many luxury brand customers lead on-the-go, connected lives that put the mobile device within a few feet of them wherever they travel," said Jeff Hasen, chief marketing officer of Hipcricket (a US/Mexican mobile marketing company). "Also, because the price of goods and services is higher, affluent mobile subscribers often want to go further than a traditional ad."
Mobile marketing is any kind of marketing on or with a mobile device. SMS mobile marketing allows customers to respond to advertisements via SMS, thus increasing the accessibility of advertisements. In the past, SMS mobile marketing has typically increased ad response levels by 2-3 times (see http://cms.txt2get.com).
SMS mobile marketing also brings accountability to advertising, because organisations can view the exact number of responses and the time and date they came in. This means that for the first time, advertising effectiveness can be measured exactly. So while Jaguar's budget and ROI may not be their primary concerns, SMS mobile marketing is a solution for many SMEs who have more limited resources.
About the Author:
This article was written by Emma Smith of TXT2GET, a global leader in SMS mobile marketing for SMEs. For more industry trends and free campaign information, visit the mobile marketing website and click on the TXT2GET blog.
1 comments:
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