Promotions such as MMS and SMS marketing have been highlighted as a
great way for brands to build up customer loyalty.
According to industry expert Cindy Krum, one of the biggest assets of an
effective mobile marketing campaign is the ability to build brand
awareness and develop goodwill between a company and its customers.
Writing for industry site InformIT, Ms Krum said that in particular, promotions
sent as part of an SMS marketing strategy can help customers to feel "appreciated
and, thus, feel more loyal to your brand".
As well as having the potential to drive sales, she claimed that SMS
marketing and other mobile promotions also have other benefits.
For instance, she said: "It will also help create brand evangelists who will
endorse your brand to all their friends, which is quite powerful."
Earlier this week, marketing software development firm Unica claimed that SMS
and online mobile marketing are proving equally popular with advertisers.
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