Will MMS Revolutionise Mobile Marketing?

Although MMS has been around for some time, early teething problems in its use have hindered any real surge since its inception. However, it would now appear that the teething problems have been addressed and MMS is ready to make its mark on the mobile marketing world. But in making this mark, will MMS be revolutionary? Multimedia Messaging Services (MMS) to a large extent, build on the core principle of SMS messaging but with the added feature of encompassing multimedia content within the messaging. For marketers then, this opens up a whole new world of opportunities in interacting with a target audience. In general, MMS comes in the form of Mobile vouchers and are often used to increase sales and promote customer loyalty. MMS has proven to be an effective way of increasing product awareness, targeting hard to reach audiences, and launching new marketing campaigns. This can mean repeat business with customers and thus an extended customer loyalty base. This can be done by driving traffic towards new stores or events, giving direct discount to customers on a product and incentivising customers to try a new service. MMS can deliver animated multimedia messages including; music and voice to the customers in an engaging, tailored and unique manner.  This alone is revolutionary for mobile marketing as it means that the biggest features of conventional advertising such as T.V and radio, are now being integrated into mobile and at a fraction of the cost. With mobile usage increasing constantly, such advancements in mobile marketing means that not only can mobile marketing reach a wide target base, but it can deliver offers to customers when they are on the go and at prime purchasing times, not simply during evening prime time television hours. Worldwide research and press all agree that mobile marketing and advertising are “the next big thing” for advertising “hailing mobile as the gateway to the new advertising promised land.” With MMS being such an expansive medium with vast potential for interacting and targeting audiences, it is clear to see that it is not only revolutionary for Mobile Marketing, but a revolutionary marketing medium in itself.