Wednesday, February 20, 2008

Spiderman is back: SMS is now SMS 2.0!

We have had 'SpiderMan Returns, Superman Returns, Superman Returns 2, Batman infinity... but now it's just me returning to help save the Earth. :)
After a lot of research, toil and ahem... hard-work, I have compiled some latest information on whats going on with the Mobile Marketing world:

SMS is now SMS 2.0 - where Content Aggregators, Bulk SMS Companies & Operators are providing Interactive Mobility Solutions or also known as Interactive Mobile Marketing. Here not only is the target a segmented Consumer but by using SMS Shortcodes, IVR & Outgoing Voice performing technology - there is a vast database collected of the consumer's taste, preferences, shopping-behaviour, etc.
It's quite simple; we have a few of the possibilities listed below:

  • SMS Shortcode (5****): The consumer messages a Keyword For Eg. GLOBAL NAME to the Shortcode 5****. His name is received by the aggregator with his respective mobile number. Here he has intentionally or unintentionally given his name and number to be used for 'marketing' purposes by the company for it's various products. The keyword may be followed by some crucial information most marketers can use the gauge his buying behaviour and intentions - like Name, Age, City, Sex, Marital Status, etc.
  • Voice/IVR Portal: The consumer messages a Keyword GLOBAL to a Shortcode 5**** and receives an automated call from an IVR-like Voice asking him, "If he has messaged for this information/purpose, Please press 1" - Here the company has successfully taken his permission to go ahead and capture data - better known as an Opted-in database or disclaimer for the company. Further, during the call made, using a basic feature of the phone called DTMF Tones the user browses Menu-after-menu and enters details like his Name, Age, City, Marital Status, Preference of products, situational questions, etc. The beauty of this model is that the user is willing to spend as much time on the portal since he has not made the outgoing call and is a free-to-attend obligation for him where a Typical Consumer does not hesitate in giving out information or discussing his preference over a product or service. The only part to worry of this campaign is that with enough people wanting to pass time somewhere may misuse the service unnecessarily and cause millions to the company conducting the campaign for which the operator continues billing them.