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Picture Messaging (MMS or Multimedia Message Service)
MMS functions mechanically like SMS, but supports pictures, graphics, animation, video and audio-- it makes it possible to push a rich media advertisement to a consumer. And, like SMS, it is interactive so the recipient can respond to the message to purchase, sign up or opt in to future communication.
While MMS has about half the reach that SMS has -- 21 percent of all American mobile subscribers use picture messaging, according to the Mobile Media Monitor -- promotional MMS packs a much bigger punch in terms of activating a consumer. To see an example of what an MMS ad looks like, check out this recent Vodafone MMS campaign to promote mobile game downloads.
The ROI on MMS is quite compelling-- five percent is considered a low response rate to an MMS campaign. We have seen purchase conversion rates over 20 percent on well targeted MMS programs.
As an example, Samsung initiated a campaign to drive trial and download of the widely acclaimed "Skipping Stone" mobile game.
Using the rich graphics and animation, Samsung sent Samsung "Fun Club" members an MMS so they could preview the game, including a link to download a free demo of the game, and the option to purchase the full version of the game. The campaign generated an impressive 15 percent response rate. Check out this example of the MMS creative.
Since the U.S. mobile data capabilities lag behind other parts of the world, we are just beginning to see the first pilot campaigns here. But MMS has been a growing marketing phenomenon abroad and represents an interesting near-term way to leverage video until mobile TV penetration hits critical mass in the next 18 months or so.
Mobile Internet (WAP or Wireless Application Protocol)
The general sense of "wapathy" is subsiding in the United States with 30 million consumers now surfing the mobile web for news and information, sports scores and mobile content, according to Mobile Media Monitor findings. Advertisers are taking notice and are starting to extend branding and response campaigns to this desirable audience with mobile internet banner ads. Like banner ads on the web, mobile ads are small, clickable links that can take the browser to a landing page, where the user can interact with the brand, often with the option to click-to-call a merchant, receive a voucher or coupon, or even purchase mobile content.
One of the greatest benefits of mobile display advertising is that it provides a richer albeit small palette for brand advertising, while avoiding the need for an opt-in or consumer-initiated reply message. Clickthrough rates in the United States are generally between three percent and five percent but average up to 10 percent in markets like India, China and Japan, where more people rely on their mobile than PC for internet access.
While each mode -- whether push or pull, rich media or text -- has its advantages and challenges, best practices for mobile marketing often require integrating messaging with mobile internet for maximum reach with the greatest impact. Stay tuned for more on how these campaign mechanics can be orchestrated for maximum impact in my next column.
Mike Baker is chief executive officer of Enpocket. Read full bio.
