platform to SMS - simple messaging service, or as most consumers know it - text messaging. A lot can now be accomplished via text messaging, but not without an understanding of its technical capabilities and limitations. SMS marketing is a powerful tool - non-mobile channels can prompt consumers to text certain codes to receive special offers, calls-to-action at live events can engage attendees in the live action by texting with their mobile devices, and deliver straightforward marketing communications to consumers via SMS as well. Although SMS is now ubiquitous, the technological understanding of what people use SMS for is not, and mobile marketing agencies distinguish themselves with a practical knowledge of how to best apply texting in the context of digital marketing campaigns. Reach and Targeting Mobile marketing is relatively new, so it is not always as easy as it is with other channels to gather needed impressions, form new goals and reach them. Although smart phone and ad-enabled application penetration is on the rise, there are still fewer mobile-based impressions available to marketers than say, web-based impressions. Agencies therefore distinguish by two things - a) the ability to source and have as many impressions as possible, and b) the ability to source and by the right impressions to specific clients. The latter is all about targeting, which is tougher when the overall pool of impressions available is smaller. However, good mobile marketing agencies will work with carriers, application developers, and anyone else in the mobile value chain to match valuable demographic and psychographic facts to their ad impressions. For example, the developer of a particular mobile game will often have good demographic data about the customers who download it, and a good mobile marketing agency will ask for and use that data when making media buy recommendations to its clients. The Basics Ultimately, mobile marketing agencies are also distinguished by the discipline and ability that distinguishes good traditional marketing agencies - a solid understanding of and adherence to the marketing funnel. The platform sometimes is new, and the screen is smaller, but the fundamentals of marketing have not changed - an amount of impressions will convert to amount of clicks, and amount of clicks will convert to number of purchases. Mobile marketing agencies, like traditional marketing agencies, distinguish by their ability to help clients best target their impressions to reach the right consumers and to generate compelling creative that will lead to the greatest possible click rates. Bottom line: mobile marketing agencies distinguish by their understanding of mobile-specific creative, technical expertise, and reach/targeting. However, the fundamentals of good marketing have not changed, and they apply to handset screens just as they applied to television screens 50 years ago.
There is a growing trend to start reaching customers through their cell phones and you will start to see more mobile marketing companies. There are examples of these companies at www.trendsinmobilemarketing.com/mobile-marketingjobs/. Agencies have the specialty to be able to give you high quality, and measurable results with your mobile marketing campaign. You may or may not decide to use a specific mobile agency as
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