[I:http://alanjonesuk.com/wp-content/uploads/2011/04/EmmaRoseSmith30.jpg]SMS mobile marketing might have a reputation for being the most basic level of mobile marketing. But when we view luxury automaker Jaguar’s recent success with SMS mobile marketing, we see that basic can definitely mean quality.

Jaguar promoted their 2011 Jaguar XJ model and offered test drives using SMS mobile marketing (Luxury Daily: http://www.luxurydaily.com/jaguar-taps-sms-for-test-drive-offer/). Jaguar’s advertisements utilised a mobile marketing call-to-action that encouraged customers to SMS ‘JAGUAR’ to the number 524 827. In reply, customers received an SMS link to Jaguar’s mobile Web page.

SMS mobile marketing made it as easy as possible to drive targeted traffic to Jaguar’s information and videos on its mobile Web site. This is because the Web site link was sent by SMS, straight to customer mobile phones. Accessibility has always been a strong point of SMS mobile marketing, but to begin with, many examples SMS mobile marketing targeted the average consumer and advertised average-quality products. Jaguar’s mobile marketing tells us that luxury products can also use SMS mobile marketing successfully.

“Many luxury brand customers lead on-the-go, connected lives that put the mobile device within a few feet of them wherever they travel,” said Jeff Hasen, chief marketing officer of Hipcricket (a US/Mexican mobile marketing company). “Also, because the price of goods and services is higher, affluent mobile subscribers often want to go further than a traditional ad.”

Mobile marketing is any kind of marketing on or with a mobile device (such as a mobile phone or an iPad). SMS mobile marketing encourages customers to respond via text message to advertisements, thus increasing the accessibility of advertising. In previous case studies, SMS mobile marketing typically increased ad response levels by 2-3 times (see http://cms.txt2get.com).

SMS mobile marketing also brings accountability to advertising, because organisations can view the exact number of responses and the time and date they came in. This means that advertising effectiveness can be measured exactly for the first time. So while Jaguar may not be too concerned about ROI, SMS mobile marketing is a worthwhile tool for many SMEs with a more modest advertising budget.

[I:http://alanjonesuk.com/wp-content/uploads/2011/04/EmmaRoseSmith31.jpg]

This article was written by Emma Smith of TXT2GET, a global leader in SMS mobile marketing for SMEs. For more industry trends and free campaign information, visit the mobile marketing website and click on the TXT2GET blog.

Tags: Advertisement, Advertisements, advertising, Automobile, Case Studies, Chief Marketing Officer, Hasen, Ipad, Jaguar, Jaguar Xj, Luxury Brand, Luxury Products, marketing, Marketing Company, Mobile Device, Mobile Marketing, Mobile Phone, Mobile Subscribers, Mobile Web, mobile web site, Quality Products, Response Levels, SMS Marketing, sms mobile marketing, sms response, Strong Point, Test Drive, Test Drives, Text Message, web site

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