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Mobile marketing with SMS may be sometimes seen as the least sophisticated type of mobile marketing. But that is about to change, in light of luxury automaker Jaguar’s recent success with SMS mobile marketing.

Jaguar offered test drives and promoted their 2011 Jaguar XJ model using SMS mobile marketing (Luxury Daily: http://www.luxurydaily.com/jaguar-taps-sms-for-test-drive-offer/). Jaguar’s advertisements encouraged customers to SMS ‘JAGUAR’ to the shortcode 524 827, using a mobile marketing call-to-action. In reply to their SMS, customers received a reply text which contained a link to Jaguar’s mobile Web page.

SMS mobile marketing made it as easy as possible for customers to access the videos and information on Jaguar’s mobile Web site. This is because the Web site link was sent directly to customer mobile phones. Accessibility has always been a key benefit of SMS mobile marketing, but in the past, many of its uses were for products targeted towards the average consumer. Jaguar’s mobile marketing shows us that SMS mobile marketing can indeed be targeted towards ‘luxury-seeking’ audiences.

“Many luxury brand customers lead on-the-go, connected lives that put the mobile device within a few feet of them wherever they travel,” said Jeff Hasen, chief marketing officer of Hipcricket (a US/Mexican mobile marketing company). “Also, because the price of goods and services is higher, affluent mobile subscribers often want to go further than a traditional ad.”

Mobile marketing is any kind of marketing on or with a mobile device. SMS mobile marketing allows customers to respond to advertisements via SMS, thus increasing the accessibility of advertisements. In the past, SMS mobile marketing has typically increased ad response levels by 2-3 times (see http://cms.txt2get.com).

SMS mobile marketing also brings accountability to advertising, because organisations can view the exact number of responses and the time and date they came in. This means that advertising effectiveness can be measured exactly for the first time. So while Jaguar may not have to consider tight budgets, SMS mobile marketing is a strategic investment for many SMEs who want an exact measurement on their ROI.

This article was written by Emma Smith of TXT2GET, a global leader in SMS mobile marketing for SMEs. For more industry trends and free campaign information, visit the mobile marketing website and click on the TXT2GET blog.

Apr152011

Tags: advertisement, advertising, automobile, jaguar, luxury products, mobile marketing, mobile phone, mobile web site, sms marketing, sms mobile marketing, sms response, test drive, text message, Trucks, web site

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