Mobile News

Mobile marketing campaigns have been running for more than ten years. Initially experimental marketing instruments, they have rapidly evolved in scale and duration. They have also taken on a wider scope. While promotional mobile marketing has received the most attention, mobile marketing campaigns aimed at building up mobile databases have also gained in popularity. The campaigns are implemented on behalf of marketers with a focus on gathering intelligence about their customer base rather than being a onetime promotion of a specific service or product.

There are  two mobile marketing campaign categories that present differences in the reach-dialogue-learn sequence: promotional mobile marketing and mobile interaction management.

Promotional mobile marketing covers all campaigns aimed at brand building or sponsorship of a particular product, service or event. The result of these campaigns can be measured by turnover, visits or other sales-driven metrics. They deliver basic mobile data about the individuals exposed to the campaign dialogue. Promotional campaigns are initiated over media other than mobile, such as flyers, radio announcements or television.

Mobile interaction management campaigns are by contrast initiated over the mobile medium and assume that a relationship between the marketer and its customer already exists. These campaigns aim to enhance the intelligence of a basic database with additional information about the customers.