The SMS and message texting technology can be used to target the mobile phone and particular service provider users with advertisement and promotional material. This can be used to increase the loyalty of the customers by contacting them personally and reinforcing customer relationships along with brand management activities.
Web and mobile device based marketing can also be used to encourage repeat sales by providing the customers with up to date information on discounts, sales and product and service offerings. The channel can also be used to encourage feedback from the customers pertaining to any comments or issues they have about products and services therefore establishing a mode of two way contact. “Mobile consumers can initiate communication with marketers through the new technology, underscoring the notion of reverse marketing.” (Gewei, 2007) Aside from this the technology can also be used to target and acquire new customers by marketing to them on a large scale.
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