Being the millennials that we are, we cannot imagine our lives without smartphones anymore. The time has come to shed some light on the last form of marketing on this blog and that is- mobile marketing.
Mobile marketing is essentially a subtype of marketing that provides smartphone or tablet users with interactive messages tailored to one’s location or consumption situation. (George E. Belch, 2012) Thanks to the fast-growing popularity of personal mobile devices, marketers can utilize this method to reach their customers more efficiently and effectively. Some of the techniques associated with mobile marketing are SMS and MMS marketing, app-based marketing, push notifications, in-game marketing, mobile web marketing and QR codes. A couple of these techniques are going to be explained further.
SMS marketing, or direct text marketing, is when companies send text messages, which contain promotions of sales and discounts, to their clientele. Link Since approximately 91% of mobile users worldwide are within an arm’s reach of their device and 90% of texts get read within three minutes, SMS marketing has become a legitimate method to reach the consumer. Link
MMS marketing is similar to SMS, as we all know, but instead of text messages you receive a timed slideshow of images, text, audio and video. Link MMS messages that use rich media are even more successful, because, as they say, “a picture is worth a thousand words”. Therefore, we don’t see why MMS marketing can’t be one of the most optimal ways to get your message across to your target group.
App-based marketing essentially comes down to advertising through apps that take up to 80% of our mobile time. Link This field is extremely competitive (more than 500 apps are released each day Link) and it is highly important to get noticed from the start. Therefore, marketers need a clear marketing strategy in order for this method of advertising to be fruitful. The easiest and fastest way to include ads in your app is to get a Google Admob account that helps advertisers create mobile ads that appear within third-party mobile apps. Link
Push notifications would not even be in this list if it weren’t for mobile apps. They are the little messages that pop up at the top of your screen and definitely represent a powerful tool for a marketer. Apparently, push notifications have an opening ratio of 40% to 60%, however, due to the lack of knowledge, they are not used as often as they should be. Link
Marketing specialists say that it is no longer a question of whether to use mobile marketing. It is rather a requirement for every firm that wishes to be successful. Statistics show that 82% of adults in the world have mobile devices now. Link It is a huge market with great potential. Advertising through text and MMS is quick, cannot get lost and is not subject to spam filters like e-mails. Link Compared to apps, every phone owner has a texting option. It seems that many marketers are still not convinced with direct text marketing, even though common sense suggests that a text will get more attention than another massive email. Link As for apps, the market is estimated to be worth $25 billion by 2015, so if done correctly, this method is definitely the path to success. Link
Even though it is all nice and good on paper, people still receive unsolicited promotional messages that can become very annoying. Also, security and privacy is something marketers should keep in mind.
If we talk about successful campaigns, we have to mention the QR codes. These are 2D images that a person can scan with his phone in order to visit the company’s webpage. QR codes are often aligned with mobile gamification and have an element of mystery to them, since users who scan them don’t always know exactly which rabbit hole they’re jumping down. Link However, in the case of Diesel’s QR code campaign, everything is definitely not about gaming.
To wrap it up, so far mobile marketing has been delivering amazing results. They say that somewhat 90% of your mobile target group will not only browse and search, but take action. Link The important thing to remember is to get creative with it to the best of your abilities, involve other platforms and techniques and your actions will shortly lead to success.
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