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Typical marketing agencies use various ways to attract consumers' attention. They focus on
traditional media channels, including television, radio, live events, and increasingly digital channels
as well. Digital started in the 1990s as an internet-focused marketing channel, but has expanded
in recent years to include in-game marketing, and in particular, mobile marketing.
Marketing agencies distinguish first by their focus on the handset, or, the cell phone, as it is known
by most consumers in the United States. Although many marketing agencies purport to focus on
mobile, not all do so in the most effective way.
Creative
As with other marketing channels, marketing firms distinguish by the power of their creative. Not
all mobile marketing firms will bring their own creative to the table, but all should at least be able to
help brands tailor their creative - messaging, design, entertaining, etc. - to the mobile platform.
Consumers experience advertising and marketing messages differently on mobile devices, so an
understanding of the handset-based user experience is critical when selected a mobile marketing
agency.
For example, in-game banner advertising on mobile devices is becoming increasingly common for
free versions of applications. Aside from the obvious fact that in-game banners on mobile devices
are far smaller than they are on PCs, consumers also often have far less time to see them. Mobile
marketing agencies distinguish by their understanding of effective techniques for capturing
consumer attention and generating click-through even with the limited impression time that comes
with many mobile placements.
The world of mobile marketing is expanding rapidly, and the technologies involved in successful
strategies
Agencies Send Text Messages to Their Market are no exception. Wireless, CDMA, GSM, 3G, 4G,
and many other protocols are now the norm, and smart phone platforms have expanded from
BlackBerry to the iPhone and Android. The latter two are particularly important. Market penetration
of the iPhone has increased rapidly since it launched, and with the release of the first Droid last
year, Android is becoming an equally ubiquitous platform. An understanding of iPhone technology
is not even enough any more, as the iPad has taken off and is attracting more eyeballs every day.
Good mobile marketing agencies distinguish by their ability to develop advertising and applications
across platforms, for the iPhone, iPad, and Android, and even Blackberry. Firms that cannot help
clients and brands deploy campaigns on multiple platforms limit their reach from the get-go.
The technical expertise of running campaigns extends beyond the handset operating system and

2. platform to SMS - simple messaging service, or as most consumers know it - text messaging. A lot
can now be accomplished via text messaging, but not without an understanding of its technical
capabilities and limitations. SMS marketing is a powerful tool - non-mobile channels can prompt
consumers to text certain codes to receive special offers, calls-to-action at live events can engage
attendees in the live action by texting with their mobile devices, and deliver straightforward
marketing communications to consumers via SMS as well. Although SMS is now ubiquitous, the
technological understanding of what people use SMS for is not, and mobile marketing agencies
distinguish themselves with a practical knowledge of how to best apply texting in the context of
digital marketing campaigns.
Reach and Targeting
Mobile marketing is relatively new, so it is not always as easy as it is with other channels to gather
needed impressions, form new goals and reach them. Although smart phone and ad-enabled
application penetration is on the rise, there are still fewer mobile-based impressions available to
marketers than say, web-based impressions. Agencies therefore distinguish by two things - a) the
ability to source and have as many impressions as possible, and b) the ability to source and by the
right impressions to specific clients. The latter is all about targeting, which is tougher when the
overall pool of impressions available is smaller. However, good mobile marketing agencies will
work with carriers, application developers, and anyone else in the mobile value chain to match
valuable demographic and psychographic facts to their ad impressions. For example, the
developer of a particular mobile game will often have good demographic data about the customers
who download it, and a good mobile marketing agency will ask for and use that data when making
media buy recommendations to its clients.
The Basics
Ultimately, mobile marketing agencies are also distinguished by the discipline and ability that
distinguishes good traditional marketing agencies - a solid understanding of and adherence to the
marketing funnel. The platform sometimes is new, and the screen is smaller, but the fundamentals
of marketing have not changed - an amount of impressions will convert to amount of clicks, and
amount of clicks will convert to number of purchases.
Mobile marketing agencies, like traditional marketing agencies, distinguish by their ability to help
clients best target their impressions to reach the right consumers and to generate compelling
creative that will lead to the greatest possible click rates. Bottom line: mobile marketing agencies
distinguish by their understanding of mobile-specific creative, technical expertise, and
reach/targeting. However, the fundamentals of good marketing have not changed, and they apply
to handset screens just as they applied to television screens 50 years ago.
There is a growing trend to start reaching customers through their cell phones and you will start to
see more mobile marketing companies.
There are examples of these companies at www.trendsinmobilemarketing.com/mobile-marketing-
jobs/. Agencies have the specialty to be able to give you high quality, and measurable results with
your mobile marketing campaign. You may or may not decide to use a specific mobile agency as

3. today more agencies have moved into this space. However, mobile agencies have been doing this
for years and often will be your best value for promotion.
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