Mobile Communications allows a company to communicate directly with all of its target audiences, including consumers, via text (SMS) and multimedia (MMS) messaging directly to mobile phones, smart phones and other mobile devices.

About Mobile Communications

Mobile communications and marketing continues to grow at an astonishing pace. In the last quarter of 2007, the average number of text messages from a wireless user actually surpassed the number of calls that user made. This is not to say that phone calls are becoming less popular (they’re not), but does point out the prevalence and growth of text messaging and mobile communications. The average number of texts per user has continued to grow substantially since that time.

According to Nielsen, more than 77% of wireless subscribers paid for text messaging as of the third quarter of 2008. That is significant. Teenagers are not the only group that make good use of text messaging (though they do send the greatest number of text messages), recent Nielsen data shows that the average person between the ages of 35-44 sends more text messages than makes phone calls. The data shows that mobile communications (text messaging) is now an active part of the average communication lifestyle. Thanks to the simplicity and cost-effectiveness of mobile communications, companies now have an unprecedented opportunity to create stronger relationships with their target audiences by initiating mobile conversations that are both immediate and lasting.

Mobile Communications vs. Mobile Marketing

Many companies have been utilizing mobile marketing (text messaging) to enhance their advertising and marketing campaigns. The use of mobile marketing engages a customer to be part of a promotion, contest or other event with the goal of getting participation for that event and driving sales for a specific brand or company. Mobile marketing is an effective tool that is growing quickly. Most campaigns are for a specific period and only pertain to a specific event or time frame.

Mobile communications is different from mobile marketing in that the goal is to create an ongoing dialogue with a particular audience that a company or brand builds over time. This new channel of information distribution utilizes similar technology, with the end goal being communication with the customer or audience, not simply promotion or marketing. Mobile communications, therefore, becomes a pathway to communicate with a particular audience. This audience may or may not be the end user/buyer of the brand or company. Since texting can be a two-way communication, mobile communications opens a possibility for feedback and a continuing dialogue.

As an organization builds its mobile communications list, it adds people that have expressed an interest in being part of regular communications from a brand or company. There becomes a built in base of people that are brand/company loyal and want to know news and information about that brand/company. Eventually, this information distribution channel becomes a powerful tool in the communicator’s strategy to directly reach target audiences with its key message points. The list and the communications eventually become more powerful than the technology.

Latinos and Mobile

In 2007, the Mobile Marketing Association found that 75% of U.S. Hispanics own a mobile phone and use it regularly. According to ComScore, Latinos over-index in mobile use and consumption, 71% compared to 48% of the general market . According to a March 2008 Pew Internet & American Life study, Hispanics lead all others in most every category of mobile phone usage, from texting to email to instant messages. And a 2008 Nielsen study showed that Hispanics recall text-message ads nearly twice as often as non-Hispanic whites.

These statistics speak to the importance of including mobile in communications strategies to Latinos and show they are an ideal target for such communications. At this stage, mobile should not be a standalone strategy. However, it can prove to be an extremely effective means of reaching Latinos when part of your overall communications plans.

To learn more about how mobile communications can fit into your programs, click here.