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The acceptability of any product or service depends entirely on advertising. Apart from the different companies promoting their products, even the government agencies today use the medium of advertising for dissemination of their service information. Departments such as telecom, income tax and electricity which already offer internet transactions have started turning to mobile advertising to promote their services. Advertising half a decade back was just newspapers and magazines. This was followed by the audio visual media of radio and television. Internet followed with its powerful potential to reach people all over the world making it an ideal platform for advertising and marketing products and services. Today a most trend setting and powerful advertising media that has emerged is the mobile advertising and marketing. There has been a great leap and growth in the global telecommunication arena. Subscriber base has increased tremendously and mobile phones are owned practically by every single person around the world making this one of the most result oriented and powerful marketing mediums. The advantages and promise offered by mobile marketing medium is unimaginable. These types of marketing combine precision of direct marketing, wide reach of television and progress tracking ability to provide benefits for both marketers and customers. There are many companies offering mobile marketing services such as MMS and SMS campaigns. Government agencies and departments use this medium to communicate with their staffs and customers. They are able to instantly contact and talk about the services and updates. Mobile SMS is much more simple and easy to deliver even as compared to email notifications. Government agencies that provide services effectively leverage this option to notify customers regarding their payment date, regarding new schemes and incentives on offer and much more. Television and Internet are being fast replaced by mobile marketing. More businesses and agencies in a bid to keep up with competition and advertise their products and services have started reaching out to millions around the world through mobile phones. Through mobile phones, it is particularly easy to target people in the age group of 18 to 34 who possess a significant amount of disposable income and also have a high brand awareness sense. The mobile market grew by leaps and bounds and continues to grow with introduction of new features almost every day. People will start being comfortable with using internet services on their mobiles. Mobile advertising market will start supporting these services prompting more to use the internet on mobile and this will open up immense opportunities for marketers.
Government agencies with their advantage of database size have started leveraging the advantage of mobile advertising which is still in its infancy stage. Income tax department for instance finds it easy to remind people of the tax payment deadline and keep them updated with date extensions and other useful information. Technology and innovation continues to get better and better providing a scope for tremendous growth in the near future. It is important for marketers to however keep away from unsolicited marketing on mobile phones.
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