Is Mobile Marketing Interactive?

Mobile marketing means different things to different people and being a relative newcomer to the world of marketing, it is not always truly understood. Even the text book definitions are different with some describing it merely as marketing to a mobile device, which makes it sound like a one-way process; others describe it as a marketing tool that brings buyers and sellers together, indicating a sense of two-way contact. . So which is it? Is mobile marketing a one-way or an interactive process?

SMS marketing is made up of a wide range of SMS services and is absolutely a two-way process. The mobile user sends an SMS to a short code or number starting with a predefined keyword. They receive a text back with the requested information such as a mobile discount coupon, an online link to a service or product; acknowledgment that they have been entered into a competition or that their vote has been added to a poll. They could receive a text which lets them try a new product and so on. Users choose to opt-in so unlike spammed email, these texts are welcomed and usually read within seconds of receiving them.

To give it some context perhaps, consider text marketing in contrast to traditional marketing of a few decades ago. Traditional marketing was often based on simple, one-dimensional advertising via television and radio ads with a jingle, slogan or catchy message or via junk mail in your mail box or jammed into your Sunday newspaper. Marketing has now evolved into a multidimensional, interactive medium customized to a target audience that allows the consumer more voice when it comes to the products they buy and the services they choose to use. The savvy consumer demands that they are no longer treated as passive buyers who are marketed to.

Text marketing is making its mark because it is demanded and it is wanted by the consumer. In this busy world in which we live, almost everyone has a mobile device that’s switched on 24/7, checked frequently and has a multitude of uses. It is the perfect tool to reach consumers with a message; consumers of every age and demographic.

Text marketing companies also provide companies the platform to allow opt-in databases, so that the relationship between them and their consumers can be ongoing. This marketing is truly a two-way process. If you need further convincing, the best way to find out is to trial it for yourself.

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