Four ways mobile marketing will improve in 2013 outlined

SMS marketing could improve in a number of distinct ways over the coming year, one expert has claimed.

Writing for, blogger Michael Essany forecast a healthy year for the mobile marketing industry, with many key areas where it will be improving.

First, Essany claimed that relevance would soon improve for all users, not just a select few. New device-targetting technology has enabled marketers to make their messages more relevant than ever, which will not only make messages more attractive in the eyes of the user but also more likely to be a success.

Next was the issue of SMS marketing usage. Essany said that such campaigns were increasingly being used by all manner of companies, from small shops and start-ups to huge multinationals, which is a boon for the industry but also makes such messages more widely used and accepted.

Essany’s third point covered loyalty programmes, with mobile users now more likely than ever to sign up to such schemes to reap the benefits. As around three-quarters of smartphone users are now interested in such initiatives, this provides a large swathe of the population to target.

His last point covered efficiency. With the benefits on offer, Essany claimed that brands wouldn’t need to send out as many messages as they had done previously, with each campaign set to garner more success than previously.

This lesser approach will then enable marketers to focus on making their messages even more relevant and “carefully crafted”, he told