MMS Marketing, Part 1

Multimedia Messaging Service (MMS) has become a standard feature of mobile messaging. It is similar to Short Messaging Service (SMS) with the exception that it allows the sending of text, sound, images and video. Another convenient feature is that the MMS can be sent directly to an email address. The formats of information sent through MMS includes JPEG and GIF for images, MP3 and MIDI for audio files, and MPEG for video.

Cell phone

Companies are looking for creative ways to increase their mobile number base. A good way to do this is through encouraging mobile device users to submit their mobile phone numbers in exchange for free coupons.

Sending SMS or MMS to customers has been adopted as a modern way of marketing. The way people communicate has changed because people are now more inclined to send messages than talk.

STUFF YOU SHOULD KNOW: A key issue companies need to address in mobile advertising is the type of devices their customers use. Most companies assume their users own smartphones. This has the risk of negatively affecting the company’s campaign, as their content is not specifically adapted to the wide variety of phones. Feature phone are still more prominent than smartphones, although the later is enjoying a steady growth.

The fact that marketers can determine specific site visitors and obtain their information is important. This allows a marketer to effectively track, monitor and analyze the performance of their mobile campaigns.

When sending out MMS messages or content, there is no limit in terms of characters one can use. On the contrary, SMS have a 160-character limit that constrains the length of content marketers send out. This makes MMS a better tool for communication and content delivery when compared to SMS. Often, marketers would have to use different abbreviations to communicate a message and to fit the SMS within the 160-character limit; this can distort the actual message when it reaches the target audience.

With MMS, the open rate for messages and other content is much higher. This is because users can store the message and read it when it is convenient for them. Marketers usually send messages during working hours to avoid the disruption that may arise by sending messages at night, when it is not appropriate for most people.

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