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Mobile Marketing

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Mobile Marketing

Fundamentals and Strategy


15 min read
10 take-aways
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What's inside?

The best way to reach your customers is through their mobile phones.

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Today’s mobile phones are computers that enable consumers to send text messages, access the Internet, shop online, participate in social networks, and much more. This well-written manual provides an excellent introduction to mobile marketing and instructs organizations on how to connect instantly with customers in a personal, meaningful way. Although such marketing is relatively new in the United States, many European companies rely on mobile technology to interact directly with customers, improve brand recognition and increase sales. Turkish professors Kaan Varnalı, Ayşegül Toker, and Cengiz Yılmaz explain mobile phones’ marketing capabilities clearly and simply. getAbstract recommends this timely guide to marketing managers, who should read it now before the next leap in technology renders it obsolete.


The Mobile Marketing Revolution

Mobile marketing revolutionizes business. Advertisers can use mobile phones for text message marketing, multimedia services and online communication.

Mobile devices offer three forms of text messaging: short message service (SMS), enhanced messaging service (EMS) and multimedia messaging service (MMS). SMS is the most basic, and MMS is the most advanced. Since its introduction in 1992, SMS has evolved from a passive form of advertising to an inexpensive, instant marketing tool.

SMS supports a maximum of 160 text characters, so marketing writers must work hard to create interesting, personalized messages. SMS works well for contests where customers must vote on a winner, for example. Despite size limitations, SMS marketing offers several advantages over television and print media advertising. Users can store SMS messages and ads on their mobile devices for future reference. Clients also respond to SMS messaging more frequently than they respond to other forms of advertising. SMS has a 31% average response rate, compared with 1% to 8% for permission-based direct mail. SMS is most effective when it issues a call to action.


About the Authors

Ayşegül Toker is the chair of the Department of Management at Turkey’s Boğaziçi University, where Cengiz Yılmaz is a marketing professor. Kaan Varnalı is an assistant professor of marketing at Istanbul Bilgi University.

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