Mobile phone marketing, or marketing through mobile telephone devices to be more precise is a technique that is catching on like wild fire. It is believed that the cell phone user base is five times bigger than the Internet itself and growing even faster than the Internet itself.
A more economical and faster way to reach out one-on-one and communicate personally with potential customers has yet to be invented. What with three in every ten mobile phone owners in the US alone being decision makers and opting to receive select advertisements, the reach of marketing to them in the Unites States itself is still being fathomed by marketers.
The potential of this form of marketing is so big that Business Process Outsourcing (BPO) firms have already been set up all over the world to cater to mobile marketing requirements at the expense of billions of dollars. The reach of this marketing method is so expansive that governments have had to introduce legislations to prevent mobile phone owners from being inundated with marketing calls and short messaging services (SMS) by mobile marketers.
Mobile phone marketing firms set up multiple ways of getting people to opt-in to their marketing campaigns through surveys, various offers and other promotional schemes. People register their preferences with the marketing firms and thus opt-in to receive short messages or phone calls from the marketing partners.
When a marketing firm markets their services to cell phone owners they need to get the subscriber’s permission to call them. This is achieved through offers, such as freebies or free tickets, lucky draws, free phone top-ups and the likes. Subscribers are then put into categories defined by age, gender, occupation, geographical location, what products they are likely to buy in the next two years or more, and so on. The marketing company will then send out advertisements and may even make calls to the subscriber on behalf of the principal company, or may sell the list of opt-in subscribers to the principal itself.
Statistics reveal when it comes to using text messages by cell phone owners all over the world, Russia is the leader with 88 percent of subscribers using SMS. Switzerland comes a close second with 85 percent of subscribers preferring to SMS instead of making calls. Italy ranks third at 78 percent; Spain is fourth, where 76 percent of subscribers choose SMS over making calls.
It is surprising that China is at 6th place with 72 percent preferring to use SMS and India at 7th place with 63 percent of mobile owners preferring to use SMS. However, with these two being the largest populations on Earth, these numbers can be very attractive to cell phone marketing companies.
The total number of mobile phone units that were sold globally reached a whopping 314.7 million in the first quarter of 2010 according to a Gartner press release. This is an increase of 48.7 percent over the numbers released in the first quarter of 2009. Clearly mobile phone users are an increasing lot, and with it, the outreach of mobile phone marketing companies increases.
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