As more marketers are using mobile phones to promote products, many firms are answering the call to create new platforms that make payments via cell phone possible.
Through premium SMS, cell phone carriers work with mobile marketers to create a bill-to-phone option in which consumers can purchase through the phone by sending short codes. The short codes linked with each promotion are as memorable and effective calls to action as call center numbers or Web site URLs.
The biggest and largest opportunity in the market is for monetizing traditional calls to action, said Michael Becker, executive vice president of business development at iLoop Mobile, San Jose, CA. That interaction can be monetized with a call to action put on a billboard, TV [and] radio, and is driving consumers back to these traditional media.