SMS gateway is a technology that allows users to send and receive text messages with or without a cell phone. It allows transfer of data from one media to another and vice-versa. Since this technology supports POP3 and SMTP protocols for messaging activities, it can be easily integrated with any email program. Apart from this integration an SMS gateway technology is also utilized in standalone programs, websites and other mediums. SMS gateways are provided to public by mobile phone operators, who need this interactive technological backbone to render messaging facility for their subscribers. Apart from these entities, independently run gateways are also available. These gateways vary in features; such as, the number of messages that can be sent in one go, group messaging limit, customized replies etc. Mobile marketing companies offer these gateways in the form of software, whenever you sign up with them for bulk SMS plans. SMS gateways are utilized in many applications, websites and other mediums to send product offers, event announcements and social messages. The benefits are several. SMS or short message service is fast catching up with many marketing companies. The SMS marketing approach is unique, quick and reliable. In simple terms this method uses the SMS feature of a mobile phone to send text campaigns but not from the native device. On the contrary SMS messages are sent using software, websites or Excel program. How does this work? Well, a catchy text campaign is first created either in-house or with the help of marketing professionals. This message is then sent to thousands of customers using one of the following methods; desktop, gateway integrated website or any email program. The advantages of SMS marketing are many. 1. It is cost-effective and reliable. 2. Messages have better chance of getting opened due to its inherent attraction. 3. It is extremely responsive because the target device (Mobile Phone) is always carried by the user. Mobile advertising is gradually catching up with internet advertising. As more and more people shift from obsolete cell phones to smart phones, its popularity too will increase correspondingly. Smart phones typically allow users to experience wide range of facilities, such as games, videos and applications. With bigger display screens, QWERTY keyboard and high resolution screen these hand held devices literally perform like desktop computers forcing companies to advertise on this emerging platform. Below mentioned are some of the ways for advertising on mobile. 1. SMS. This is one of the most popular and affordable way to advertise. 2. Games and videos. Companies do not mind advertising in the form of banners. Although this medium is yet to catch up, the potential is huge. 3. Mobile applications. Once again products and services can be advertised in the form of a banner with sits unobtrusively at the top of the application window. 4. Advertising through websites specially created for mobile platform. Mobile advertising has definitely caught the attention of marketers and advertisers. As more and more people accept smart phones and embrace new technologies a day is not far when this platform will surpass internet in terms of advertisement revenues.
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