Wireless phone services have long been a favored tool for communication but have only recently been favored as a marketing opportunity. Mobile devices enable brands to make a more accurate assessment of response rates for specific campaigns, thus making them better able to track their successes. Brands have for years depended on traditional channels such as telemarketing or direct mail campaigns for creating direct and sustained associations with their subscribers. Mobile marketing provides them with a more cost-effective means for targeting and developing a relationship with their consumers. While consumers who have mobile devices are usually always connected and available, they are in complete control over their mobile experience. What this means is that although marketers can target consumers with anywhere, anytime marketing, the consumer can choose when he wishes to be engaged. And when he does, he is more likely to buy. Being able to monetize the mobile marketing channel is the underlying reason for its tremendous success. It enables brands to develop and strengthen their relationship with their consumers and increases their money making potential while at the same time increasing the entertainment factor for consumers. Everybody wins.
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