Are Mobile Phones Effective Medium for Building your Brand?

Are Mobile Phones Effective Medium for Building your Brand?Businesses are fast catching on to the nuances of integrating mobile in their marketing efforts because of the almost instant response and effective feedback that they get. What with smartphone usage increasing in leaps and bounds and penetration of the markets becoming more effective, marketers are making a beeline for mobiles that have proved to be the best channel today.

It is one of the most cost effective means of marketing where the investment is considered to be quite safe and secure.

Consumers on their part are getting used to frequent ads, so much so that they can even pinpoint when the next ad would appear, from sheer anticipation. Marketers too have caught on to the benefits of digital marketing, using the mobile owners as a major target audience. It is not surprising to note that most mobile users turn to their mobile for seeking any information regarding prices and latest reviews of products that are launched every other day. They keenly lookout for coupons and promotions, that help them save a considerable amount of money.

Even with such phenomenal growth, there is a lot more scope as only about a third of the mobile users are believed to be shopping through their mobile phones. This leaves a vast potential that remains to be tapped, and marketers are leaving no stone unturned to convert the rest of the growing population of mobile users into valuable leads. There has been a steady increase in mobile phone usage in the United States, and the growth was pegged at around 22% in the past 5 years. The most preferred means of reaching consumers is still by SMS or through calls. Of this SMS is preferred as calls could land at awkward times when it may not be the best time to talk to a prospective customer. With SMS, the consumer is bound to read the text message at least once, before either acting on it or deleting the message. One other way of getting to the customer is by sharing photos (MMS).

Surveys reveal that the most preferred activity of a considerable number of mobile users is to check the prices of products before deciding to buy. This could be out of sheer curiosity with no intention of buying with some, while most would have an intention to purchase. Since it is convenient and time-saving, most people who have decided to buy prefer to do the shopping using the phone, rather than take the trouble of walking into a store. This is one reason why retailers have fallen in love with mobile apps that help with marketing activities. However, in reality SMS text messages reach the consumers faster than apps do.

Though there has never been any system of dedicated campaigning through SMS, the focus is on building area-specific communities, active forums, loyalty programs etc to win over the consumers. Going a step further, the SMSs are integrated with the social media, as that is another segment that has the largest target audience who can be reached almost instantly. Moreover, most social media sites already have forums and communities with members participating actively so you can listen to the voice of the customer. Hence mobile marketing has proved to be one of the best mediums for brand building today.

Rita Dawson currently works at, a site that enables everyone to learn about how to save on broadband and internet cable.

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Mark Montoya has been working in personal branding for more than a decade for hundreds of online and offline companies, small businesses and individual service professionals. His focus has been toward improving the way jobseekers find employment on the Internet. He has synthesized his expertise by helping job seekers obtain their ideal choice of employment over the Internet on his sites and, and through his books 101 Tips Every Job Seeker Should Know and The Ultimate Online Job Search eBook.

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