MMS Marketing for Business
Find out what MMS marketing is and why so many businesses are using it to enhance their mobile marketing strategies.
What Is MMS Marketing?
MMS marketing is a method of mobile advertising that uses MMS, or Multimedia Messaging Service, to send enhanced text messages. It’s the smarter, stronger, splashier cousin of SMS marketing.
- With MMS, you can add all kinds of rich media right inside your messages, including images, gifs, videos, and audio files.
- Plus, you can write up to 1,600 characters in a single message.
- That’s not possible with SMS, which only allows for regular text and up to 160 characters in the U.S.
- MMS marketing is also known as photo messaging, video messaging, and multimedia messaging. But what you call it doesn’t matter nearly as much as what you can do with it.
Why MMS Marketing Makes Sense
MMS Marketing Success Stories
Women’s fashion retailer Avenue ran a national campaign that used rich media to drive some really impressive results. Instead of sending plain texts, Avenue pushed out coupons and promotional messages with compelling images meant to entice shoppers. They reported a 97% open rate—and a 6,600% ROI for the campaign!
In a bid to increase ticket sales, the Chicago Shakespeare Theater performed ”Sunday in the Park with George” in front of the famous Seurat painting that inspired their play. Except the painting was a clever fake—it left several characters out of the original picture, and the actors simply stepped in to play their replacements. Afterward, CST invited the audience to text for more information about those missing characters. They received 8 million media impressions in 24 hours and recorded the most first-time visitors in theater history.
To remind drivers about the importance of using winter tires, BMW sent targeted MMS messages that were customized according to each owner’s vehicle. Each message included a personalized greeting and a suggestion about which winter tire to buy. The campaign cost $60,000—and it brought in a cool $45 million in revenue.