New technology means that mobile marketing can be taken to the next level, as demonstrated by the success of the Ministry of Sound’s latest initiative.

For just £2.50, music fans could buy tickets to Goldie Lookin Chain, using a combination of a PayPal account and an automated voice-responsive callback system.

Felicity Ive, head of strategic brand partnerships at the Ministry of Sound, said: “Ministry of Sound is already a multi-platform, lifestyle brand and using this kind of technology helps create experiential events for consumers that really drive home a marketing message; in this case, the benefits of PayPal Mobile.”

She added that what today’s youth market wants is “definitely mobile” which is why the two brands latched onto the new technology to get their message across.

Other firms are also taking advantage of the benefits of mobile marketing, with petrol stations recently using text messaging for promotions.

In addition to the draw on consumers of using new technology, the system is secure and can reduce costs by up to 80 per cent compared to paper tickets, allowing more of the budget to be spent on marketing.ADNFCR-8000151-ID-17998920-ADNFCR

Related Topics: General Marketing