This is much more measurable than TV or print. It is more ROI driven. Today it constitutes 15-20% of media plan today.
Mobile can reach to very specific targets. The recall rate of mobile advertising in India is very high- 85% compared to 37% in the US and 51% in UK.
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Advantages of Mobile Advertising:
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Cost Efficiency in Delivery- Large number of mobile users.
Personalization of message.
SMS messages are less intrusive than the phone calls.
Place and time independence.
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Direct response.
Instant access to further information.
Cost-effective compared to direct sales.
If outsourced, set up cost is minimal.
Disadvantages of Mobile Advertising:
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An increasing number of people are averse to telemarketing.
More people are using technology to screen out unwanted callers.
Government is implementing tougher measures to curb unscrupulous telemarketers.
If outsourced, there is lesser control in the process given that the people doing the calls are not your employees.
May need to hire a professional to prepare a well-crafted and effective script.