Mobile Marketing

SMS-driven mobile advertising.

If advertisers and marketers are interested in acquiring mobile audiences, SMS-driven mobile advertising is the logical mass-market way to deliver those audiences now.

Because almost every South African consumer has a cell phone and all cell phones can use SMS and more than 90% of SMSes are read, SMS-driven mobile advertising is expected to predominate for some time to come, perhaps as long as several years.

Looking to the future, SMS-driven mobile advertising must be considered a viable complementary channel to the four traditional pillars of the advertising business; television, radio, print and billboards; as well as to internet advertising. Google CEO Eric Schmidt said at the All Things Digital conference in May 2007 that the company wants its share of mobile ad revenue because “they are twice as profitable or more than the non-mobile phone ads because they’re more personal.”

Brands and advertisers are familiar with working with print, TV, radio and the Internet as separate entities. But mobile advertising is a unique and largely unknown medium that has the potential to bring together these entities.