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Mobile has become the hot new medium for marketing. Most of us own a mobile, have it on most if not all of the day, check it regularly and it is highly personal to us. Mobiles are becoming increasingly sophisticated in their technology. How exactly though does mobile marketing fit with television and is it an effective complement to it?

Consider if you will how traditional advertising has run for many decades and how it has become so popular with consumers in the US. Newspapers are loaded with mailers and print advertising, coupon cutting, discount offers and so on. Radio and television is awash with regular advertising segments; there are glossy magazines spreads and large billboards. So where does the fast-growing mobile marketing slip into this and can it really complement traditional methods? Well, it is already doing so but until now, you may not have made the link.

Mobile Marketing is most effective when utilized as a complement to the marketing mix, that is, when used in conjunction with standard marketing media. Consider, for example the incredibly successful American Idol reality show, where over 20 million mobile users text their votes each week. Mobile gives users the levels of interactions that they so enjoy.

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Businesses work to attract new business, but what about the clients a business already has? The traditional loyalty programmes are a go-to system, but once the information is gathered, are you actually utilising that valuable resource to its full potential?

The development of the mobile marketing channel puts it in line to change how businesses interact with their customers, and it is the perfect platform to revitalise a business’s loyalty programme. Rewards displayed in an online catalogue can be assigned a keyword, and when the customer chooses that reward, all they need to do is text the key word to the short number and they instantly have a voucher ready for use. Rather than having to call a number, or wait for a letter to be sent, or print off an email, the customer can walk away with a voucher all ready to go.

The opportunities to develop mobile-based loyalty programmes are significant. Systems can be put in place to send offers directly to a customer’s mobile, and all the customer had to do is reply to accept the offer. SMS messages, links and MMS messages can all be sent to most phones, so the customers can carry a business’s brand with them, no matter where they are.

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