The mobile phone is rapidly growing in importance for advertisers as both a delivery and a response vehicle. With ROI from traditional advertising media declining and consumers becoming less and less motivated by it, the mobile phone offers the opportunity for brands to re-engage with consumers through a more personal and more immediate medium.
As a delivery channel, the mobile phone is a powerful and reliable mechanism for targeting opted-in marketing messages. Its personal, accessible and always-on nature make it the ideal vehicle for immediate and time-sensitive promotional activities. Campaigns, for instance, may include a call-to-action that drives customers to visit a mobile Internet site or send an SMS response, registering them for discounts, more detailed information and etc.
Further advantages of mobile marketing include:
- Fast campaign set up - shorter lead times when compared to broadcast advertising
- Better campaign testing - test and tweak different versions of ads to improve success
- High level targeting
- Response measurability down to the individual
- Direct delivery of marketing messages
- Delivery receipts verifying which messages are delivered
- Higher response rates than typical Internet and conventional media channels
Chargeable Premium SMS price range from RM0.30 to RM10.00.
Premium SMS Billing is application-to-person (A2P) technology used by businesses that need to bill their consumers using the mobile channel. Consumers' bill is charged to their monthly mobile phone bill or deducted from their prepaid mobile account.
SMS Billing, or Premium SMS as it is often known, is the most widely used mobile payment and mobile billing mechanism in use today. Its growth and market acceptance show no signs of slowing down, as more and more consumers purchase content and services via their mobile phones.