Mobile phone marketing or Electronic Text Messaging:  This is a subcategory of marketing that focuses on advertising campaigns by means of mobile devices.  Mobile Phone Marketing uses campaigns that include audio or video adverts through the use of multimedia MMS messages, SMS text messages, or electronic mail. 

It is indisputable that this form of marketing is an innovative tool that allows for efficient and memorable communications.  This is a solid communication channel and should be kept in mind when designing a marketing plan or action.  This could constitute a main channel of communication or reinforce other on line or off line actions. 

Among the main characteristics and advantages of Mobile Phone Marketing are:

          · Reach
          · Viral Effect
          · Ubiquity
          · Immediacy
          · Interactiveness
          · Fast and Adaptable:  The time needed to launch a campaign is minimum and the feedback is immediate

Among said marketing objectives are:

          · brand recognition
          · acquisition of clients
          · promotion and sales
          · information gathering
          · client retention and loyalty
 

A Push mobile phone marketing campaign is a Direct Marketing technique that uses the mobile phone as a channel.

This communication strategy was not well known until recently and is very close to e-mail marketing.  There are many possibilities for greater acceptance:  86% of people surveyed said that they would find it acceptable to receive advertisements via their mobile telephone. 

Content Downloads:

Mobile phone marketing should not be confused with downloading content (games, tones, programmes)

The types of downloadable content are: ring tone melodies, real sounds, real music, games, videos, video clips, images, themes and applications.

Bluetooth Marketing is a coverage zone created by a computer system that allows you to send free messages to mobile phones equipped with Bluetooth. 

Potential clients may receive information about products, offers, notices, innovations, promotions, opening and closing schedules, contests, events, etc., all within a distance that varies between 10 and 100 meters form the transmission centre. 

Messages are automatically sent out at pre-programmed days and times and transform the receivers into transmission centres at the same time; the messages can be exchanged with other users who are physically outside of the Zonablu® (Bluezone). 

The virtue of Bluetooth marketing from the commercial point of view is that it allows us to launch promotional messages in text, image, sound or video format to potential clients within a commercial area enclosed by the system coverage.  In this way we can steer the clients from one site to the other, provoking a suggestive effect that leads clients to make directed decisions. 
 

What are on-off portals?  Both refer to the way to connect to the internet user from their mobile phone.  On Portal refers to internet connections that use a mobile phone company as an intermediary, for example, Vodafone Live or Movistar Emoción and Off Portal is used to identify internet connections that occur outside of these commercial sites.

WAP is an international standard open programme that uses wireless applications, for example, accessing internet services by means of your mobile phone.  It consists of a specification of an application environment y a combination of protocols to normalize the ways in which wireless devices can be used to access electronic mail, group notices, and other communications. 

WAP technology allows mobile phone users to access available Internet services.  

Through WAP navigation tools and ODPs (On Device Portable) we offer a tool that allows companies immediate market entrance, alleviating current difficulties regarding mobile phone solutions. 

MD offers an innovative marketing tool that allows small and medium sized businesses to promote products and services via mobile phones, specifically through WAP technology (Webpage accessible by telephone.)

This practical service makes it possible to access a company’s information at anytime and from anywhere and in doing so, can be easily used by anyone.  

MD offers an ideal service for small and medium sized businesses that require a proactive promotional campaign to get the word out about their services and products.