Mobile messaging technology is primarily based on SMS and MMS services. The enormous reach and scale of these two forms of mobile technology have made these 2 mediums a favorite for marketers. There are different variations of mobile marketing that include mobile instant messaging and mobile email. The low rates of these variants are driving marketers to adopt them more quickly than SMS and MMS. The potential of mobile messaging is virtually unlimited. When media publishers distribute mobile content, advertisers use these messages as inventory to embed their advertisement content. Similarly when
a business is providing consumer services through mobile messaging,
advertisers are taking advantage of any excess inventory and embedding their advertising messages. It helps advertisers to quickly help their clients establish their brands and create a loyal band of followers at a much lesser cost than traditional advertisement.

There are 2 types of mobile advertising options that marketers can utilize. The first option is Application-to-Person or what is known as A2P. A2P mode is used for Push Content Services, CRM and Business Services, Interactive Services and Search. Among these Push Content Services and Business Services, inventory is most frequently used by mobile advertisers to push advertisement to subscribers. If a subscriber has subscribed to news updates from New York Times or Bloomberg, it becomes easy for an advertiser to append a 20-60 character message with the message. A subscriber will not mind reading the advertisement as long as he is happy with the actual news

content that is being provided by NYT. Same is the case with Business
Services. When a bank sends an alert to a customer for a withdrawal made from the account, advertisers can take advantage of the remaining space in the message and embed their advertisements. Contests, online voting for nominating a reality show winner and polls also act as advertisement medium for advertisers.

P2P messages are another form of sms marketing that is not commonly used today but advertisers are encouraging subscribers to allow ads in their personal texts for which subscribers will be paid. If advertisers are able to make this form of sms text marketing happen, it will create a great inventory and help companies in creating brands quickly. However there is still some time before this form of marketing takes off.

The success drivers of SMS and MMS marketing are growing numbers of
mobile subscribers, simplicity, engagement and propagation. The measurable results of SMS marketing campaigns help marketers to measure the ROI of the campaigns easily. So, if you have decided to go for a SMS marketing campaign, get in touch quickly with a marketer. They will help you with your campaign starting from buying inventory to campaign launch. You will see tangible benefits within a few weeks of your campaign launch.

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