What does MMS mean in marketing terminology?


MMS, or Multimedia Messaging Service, is an integral part of the expanding range of mobile communication services. It is a way to send and receive content such as text messages, images, music and videos over mobile phones. It goes beyond the commonly used Short Message Service (SMS), which is designed to send only text-based messages.

MMS could open up a whole new way of connecting with customers, giving them an engaging way to interact with a business and its products. To use MMS, customers will typically need a compatible phone, an MMS-capable plan and the appropriate multimedia content.

When implementing a successful MMS strategy, it is important to create content which is relevant, engaging and of good quality. It is essential to think about the recipient and make sure the content is suited to them. The message needs to be clear, concise and well-structured. It should also be kept as brief as possible and tailored to the individual's specific needs.

An effective MMS campaign should also be well-timed, targeting customers at the right time of day or in moments when they're most likely to respond. This could be during peak times, when they have time to consider a message, or when they are likely to be in the mood to act.

In terms of content, there are various options to choose from when crafting an MMS message. This could include animated GIFs, videos, polls, surveys, games, images and more. It is important to ensure that the captured media is of good quality, as this could have a direct impact on the response rate.

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Creating an integrated MMS marketing strategy can be challenging, but there are a number of steps which could prove helpful. Firstly, it is important to identify the goal or purpose of the campaign and analyse what will be needed in order to achieve it.

Analytics can help to monitor the performance of a campaign in real-time, so it is essential to know what metrics to track. These could include open rate, delivery rate, click-through rate, response rate and revenue generated, among others.

Once the content has been identified, the next step is to create an appropriate list of contacts. This could involve data from existing customers whose phone numbers have been collected or contacts from a purchased mailing list. It is also important to consider any relevant legal requirements regarding data collection and privacy.

Once the list has been created, the next step is to define the scope of the campaign, which will depend on the content, the goals, the budget and the resources available. For example, a large-scale campaign might involve numerous messages to a large number of contacts, while a smaller-scale campaign might consist of a smaller list of contacts and fewer messages.

Finally, there is the all-important execution stage, where messages are sent out. This typically involves writing copy, constructing the message with content and links, creating an opt-out link for each contact, testing and sending the message. Once the campaign is over, it is essential to analyse the results to understand what worked, what didn't and how the campaign could be improved for next time.