Usually marketing, advertising, or public relations-related, through which organizations contact their audience through SMS (text messaging). This form of campaigning allows organizations to reach out and establish relationships with an audience in a more individualized, intimate way. The foundational function of mobile campaigns is regularly referred to as mobile marketing.
A campaign’s goal can have varied consumer consumption objectives including flashing (showing an image), informing (informational text / product info) or engaging (response or click required). Mobile campaigns have developed from the periphery of advertising to being an integral part of an effective marketing strategy.
Online advertising is the second largest advertising spend at $113 billion, next to television’s $196.5 billion (2013 figures).
[1] Near the introduction of mobile campaigns, they were primarily created to boost the impact of primary campaigns.
[2] A good example of one of the first mobile campaigns is the viewer voting system employed in American Idol. Using the American Idol example, the primary campaign was television, and the engagement was mobile, “watch this show, and text to vote”. In 2012, there were over 131 million votes in a single night, setting the world mobile voting record.
[3] With over 90% of Americans having cell phones,
[4] and there being over 6.8 billion cell phones in circulation globally versus 2.4 billion with internet access,
[5] mobile campaigns are evolving to be the way of the future in advertising and consumer engagement.
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