Target Customers

Nowadays, there are in Spain 35 millions mobile terminals, which represent more than 29 millions users. They are modern users which consider their mobile phones as part of their daily lives, of their own privacy, with which they have learn to communicate through text messages, the popular SMS, and they even use it as a personnel agenda or camera in trips.

Specifically, more than 60% of the young users send or receive messages SMS every day, and more than 95% do so once a week. The group between 20 and 40 years old, to which most of the marketing campaigns are addressed, 38% of the users send or receive SMS daily, and nearly 70% do so twice or thrice per week. According to the IBM study which offers these data, 60% of those polled confirm to use SMS at least once per week. The fact that both contract and pay-as-you-go users use SMS services likewise leads to think that their use is indeed an habit, and does not strictly correspond to the needs of waste-control, as it could be thought initially.

Mobile marketing is based on the use of the mobile as a new tool which complements and boosts the traditional marketing.

Mobile and interactive campaigns

The use of the mobile phone as a new channel for marketing campaigns is supported by the campaigns’ potential impact on 29 million users, 10% of which would not be willing to receive advertising messages. Let us now see which characteristics of messages can marketing take advantage.

• Scope and versatility: the impacts via Mobile Marketing allows us to go from mass marketing to one-to-one marketing.
• Binding and viral effect: the message via Mobile Marketing remains at the client’s inbox, and from there users can forward it to their others if they considered interesting.
• Ubiquity and immediacy: technology allows to personalize right away when the user receives our message.
• Interactivity: the same channel used to contact the client can be used by the latter to answer and get in contact with the brand, so that it is possible to establish an interactive communication channel with the user.
• Convenience: Mobile Marketing enables to access the client any place and at any time.
• Localization: nowadays’ technology enables to personalize the place where the client receives the message and also to launch it only if the client is at a specific place.
• Speed and adaptation: the time needed to start a campaign is minimum, and its feedback is immediate, enabling to make adaptation changes on the go.