<ul><li>Mobile marketing is the use of cell phones and other mobile devices to market a brand or message, and it plays a powerful role in an integrated marketing strategy. Mobile marketing is commonly used in order to increase brand awareness, generate customer opt-in databases, and drive attendance to specific events and locations. </li></ul><ul><li>Examples of mobile marketing include: </li></ul><ul><li>SMS Text Message Campaigns </li></ul><ul><li>Mobile Web Development </li></ul><ul><li>iPhone App Development </li></ul><ul><li>Custom Software Development </li></ul><ul><li>Bluetooth Broadcasting </li></ul><ul><li>Advert games </li></ul><ul><li>Mobile Video </li></ul><ul><li>Flash Lite Content </li></ul><ul><li>Mobile is a unique medium and it must be concepted and designed with this idea in mind. A mobile marketing firm should be familiar with the enormous variety of mobile phone screen sizes and memory limitations—and strive to create original content best suited to a mobile device. </li></ul>
Eldorado hotel’s mobile marketing The Eldorado Hotel & Casino is effectively using mobile alongside its email marketing campaigns for a more integrated approach to digital marketing. It has been targeting its guests via SMS, giving them instant special offers from its hot spots such as restaurants and night clubs. The hotel has a pretty substantial email list and therefore provides the mobile call-to-action within email campaigns to get consumers to join the mobile club by texting keywords ELDORADO or LEGACY to short code 71266. Once customers text-in, marketers are pretty aggressive with theirs offers and as a result they have seen immediate booking and revenue from the SMS initiative so it is working out quite well.
Orange Shots’ mobile marketing in the UK <ul><li>Orange Shots will enable participating brands, to create rich, creative, engaging and fun mobile advertising campaigns targeted towards customers’ interests and preferences. </li></ul><ul><li>Working with brands directly relevant to the customer audience, Orange Shots will allow these companies to benefit from: </li></ul><ul><li>Real time conversation with customers happy to hear from them </li></ul><ul><li>A highly targeted audience base with no wastage </li></ul><ul><li>An opportunity to build an engaging and enduring relationship with customers as they get to know more about their profiles and interests </li></ul><ul><li>High response rates, strong returns on investment and great viral potential </li></ul><ul><li>Their brand being seen by 100,000 customers who have opted in to receive contact from organizations like them </li></ul>Orange introduces new ways for brands to target customers via an interactive SMS/MMS mobile advertising service with Orange Shots The full Orange Shots service includes consulting and creative support, an interactive marketing platform and reporting and analysis tools for brands
Which one do you think is 'smarter’, why ? For my point of view, I will say that Orange mobile marketing is smarter than Eldorado hotel because Orange Shots extensively with its own content and great brands including 4Music, Ubisoft, COI and Snickers who have already trialed the service and found it to provide a higher conversion rate than any other media, offering response rates of between 21-39%. Orange’s priority is customer and brand satisfaction and as such the audience roll out program will be considered and measured.