Momentum is gathering behind the widespread adoption of a powerful new form of direct digital marketing - multimedia messaging services (MMS) - across cellular telephone networks.
Candy Goodman, e-marketing manager at electronic messaging specialist Striata SA, says the market is moving quickly towards increasing use of MMS which combines audio, animated images, video streaming and text to deliver the marketing message directly to the target market`s mobile phone.
"We have already been involved with MMS retail campaigns such as the `Generation 8` campaign for motor vehicle manufacturer Honda, done in conjunction with WSI Solutions. The MMS medium has proved very powerful within integrated strategies, effectively complementing and reinforcing other more traditional methods of conveying marketing information."
Goodman adds that once MMS capability becomes a standard feature on all mobile phones, MMS will be a most pervasive and cost-effective e-marketing conduit.
"The technology functions across all of the cellular networks, the only limitation being MMS non-capable phones. We can check networks for MMS capability and have already registered capabilities of 75%. For those who are non-MMS capable, they receive an SMS notifying them of a Web location where they can view the message. However, the majority of newer phones are all MMS capable so it`s just a matter of time now."
An MMS will allow 12 image frames and 4 000 text characters as well as audio clips with direct presentation to each individual within the target database. Goodman says the technology conveys simple, easy to assimilate messages with strong impact.
"MMS is also so simple that it works well across all age groups. People who receive the message, if they have a mobile phone with Internet functionality, can also respond directly from their phone simply by clicking on the URL supplied within the message," says Goodman.
"Companies can also make cost-effective use of this technology to convey internal messages about events, contract wins, sales successes, promotions, new products and services, among others. An MMS can carry a lot of information with great visual and audio impact." Striata offers a full spread of digital communications options, e-marketing strategy and execution over and above its market leading position in electronic billing and messaging.
"We`re offering the South African market a full electronic communication service from a single source with a single line of responsibility," says Goodman. "It hugely reinforces conventional off-line marketing programmes."
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Striata is an application software developer and service provider focused on enabling secure electronic communication. Striata specialises in the secure delivery and payment of bills, statements, pay-stubs, invoices and all other confidential documents, via encrypted e-mail. Striata has been a provider of software and services in the electronic messaging arena since 1999 and has offices in New York, London, Sydney and Johannesburg, as well as partners in Ireland, Germany, The Netherlands, Central and South America, and Asia Pacific. Visit www.striata.com.
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