Innovative Mobile Solutions Expects to Drive Adoption of Mobile Marketing in United States

Frost: US. Mobile marketing can be defined as the use of the mobile medium as a communication and entertainment channel between the brand and the consumer. Short code SMS campaigns have been the most popular form of mobile marketing in the U.S. to date.

Traditional mobile marketing campaigns such as short code SMS may not be able to satisfy key requirements of mobile marketing industry participants. There is a clear need for next-generation mobile marketing solutions that promote wireless data services without any adverse impact on network performance also.

Expectations of mobile operators, brands and consumers often place them in direct conflict with each other-thus making it difficult to introduce mobile marketing solutions that satisfy the requirements of these important value-chain participants. While mobile operators want to drive wireless data revenues, consumers want exactly the opposite-how to spend the minimal for brand interaction.

While brands and mobile operators would prefer MMS, consumers are not inclined to pay the high cost of MMS. Voice could be an answer for cost, but it is low on Mobile Marketers’ preference list as it generally assumes a greater level of awareness about the brand.

The challenge for solution providers and technology vendors, is introducing solutions that satisfy the expectations of all the industry-participants. Mobile marketing solutions should be compelling enough to encourage consumer participation, yet generate enough revenues for mobile operators to keep their interest-levels high. Finally, a clear return on investment (ROI) case should be presented for brands to judge the effectiveness of their mobile marketing campaigns.

For example, mobile marketers could consider reducing the cost of participation for consumers to encourage participation with a focus on driving consumers towards a purchase decision. Integration of m-commerce into mobile marketing could be an important tool also.

Solutions such as Zoove’s Mobile Direct Response Marketing technology (MDRM) and the StarStar method can be employed to dramatically increase consumer participation in mobile marketing campaigns. Zoove’s solution addresses the hard to engage 35+ age group with an easy invocation method making mobile wireless data as simple as dialing a number. Zoove’s StarStar method has the potential to be a data services growth accelerator. Complementary to SMS, MMS, WAP Services and Video on Demand, carriers can use Zoove’s StarStar method to expand their own data services to a larger population.

Mobile Direct Response Marketing-Connecting Brands with Consumers Publ 20060620