Mobile and social marketing platform provider Waterfall has released an advanced Multimedia Messaging Service (MMS) for marketers and agencies.

The offering enables users to instantly deliver multimedia content to customers using a self-service interface, and has been integrated into Waterfalls existing campaigns. The offering allows for SMS, Passbook, Facebook, Twitter, mobile coupons, push notifications and more, and clients can target their mobile messaging according to subscriber preferences, location and demographics.

The platform also enables marketers to power cross-channel campaigns, combining MMS with other mobile messaging media, execute inbound marketing campaigns that respond to customer requests with images, video and audio, and engage in A/B testing to uncover the optimal content that maximises open, response and click-through rates.

“Mobile marketing can slice through the noise of other media channels, revitalise existing marketing efforts and engage consumers in new ways to increase response rates,” said Sheryl Kingstone, director of Yankee Group. “However, marketers need to focus on moving beyond simple, reactive customer response and leverage mobile insights to build stronger customer relationships through personalisation – strengthening brand loyalty and retention and lowering the cost of customer service.

“In fact, push notifications that put relevant, timely information right in front of a consumer can often increase engagement by 30 – 60 per cent.”