Pro and Cons of SMS Mobile Marketing

Mobile Marketing is convenience way for PCCW to communicate with their customers at anytime. Using Mobile Marketing, customers can renew their contract at their convenience, at any time and any places by replying to two way SMS.

Besides, it is an effective way to serve customers with low cost. Since they provide personalized service plan to each customer based on customer’s usage pattern before delivering a multi-message SMS marketing campaign, which giving a feeling of individual treatment via the SMS sent to their mobile phones. Therefore, PCCW can build closer relationship with and promote loyalty to customers.

However, some customers may be unwilling to receive any advertising message on a personal device. They may have general intolerance to these messages.

 

 

A summary of an international case: PCCW SMS Mobile Marketing

It is related to PCCW which works with Xgate Corporation Limited providing a multi-message SMS marketing campaign to their high usage VIP customers, whose service contracts were nearing end of life. PCCW aims to provide convenience method with a low cost to communicate with customers and improve customer’s retention rate. Customers can renew contract by using SMS with PCCW.

 

By using multi-message SMS marketing campaign, there are a lot of customers renewing their contract with PCCW through replying to two way SMS, which means the campaign is extremely successful to them. Customers who are unwilling to renew their contract with PCCW, they can call customer care hotline if they want to speak to a PCCW representative directly.

Source: http://www.xgate.com.hk/casestudies/pccw0060.html

What is Mobile Marketing?

According to The Mobile Marketing Association (MMA), mobile marketing is described as: “A set of practices that enables organizations to communicate and engage with their audience in an interactive and relevant manner through any mobile device or network.”

While easy to spot on the surface, there’s more to mobile marketing than digital coupons and the incessant ad campaigns that target our handsets.

• The “set of practices” includes “activities, institutions, processes, industry players, standards, advertising and media, direct response, promotions, relationship management, CRM, customer services, loyalty, social marketing, and all the many faces and facets of marketing.”

• To “engage” means to “start relationships, acquire, generate activity, stimulate social interaction with organization and community members, (and) be present at time of consumers expressed need.” Furthermore, engagement can be initiated by the consumer (“Pull” in form of a click or response) or by the marketer (“Push”).

Source: http://mmaglobal.com/policies/committees/mobile-advertising