What is Mobile Marketing?

  • July 04, 2013

What?

Mobile marketing is marketing on or with a mobile device, such as a cell phone. One definition comes from marketing professor Andreas Kaplan who defines mobile marketing as “any marketing activity conducted through a ubiquitous network to which consumers are constantly connected using a personal mobile device”. Within this definition, Kaplan uses two variables, i.e. the degree of consumer knowledge and the trigger of communication, to differentiate between four types of mobile marketing applications: Strangers, Victims, Groupies, and Patrons.
Mobile marketing can also be defined as “the use of the mobile medium as a means of marketing communication”, the “distribution of any kind of promotional or advertising messages to customer through wireless networks”. More specific definition is the following: “using interactive wireless media to provide customers with time and location sensitive, personalized information that promotes goods, services and ideas, thereby generating value for all.

Why?

1. People are constantly talking about you. Users are constantly updating, tweeting, sharing, and more with their online connections. Whether it’s expressing a particular want/need, broadcasting a negative experience, or lauding an exceptional product, businesses must monitor what is being said about them online. Because so many people access social media through mobile, it gives businesses the perfect opportunity to reach their consumers in real-time and start a conversation. These conversations can do many things – answer a question, offer a solution, resolve an issue, and much more.

2. People use their mobile phones in real-time to make purchase decisions. Word of mouth is now the most trusted form of advertisement. Review sites like Yelp or Amazon reviews are often a deciding factor in whether or not an individual makes a purchase decision. Users will often ask their online audiences what they think of a particular product before purchasing or they will share their thoughts and opinions after a purchase. They will also often search for a particular product or service to see what kind of responses and sentiment are yielded surrounding that particular product. Businesses can leverage the real-time responses by reaching out to those who are talking about them online to do a number of things – give reasons why your product is worth checking out, offer users a solution, answer questions, etc.

3. Businesses can offer discounts through social media apps. Now that you know potential customers are not only talking about you, but are also looking into reviews about your product or service, take another step forward and entice them to give your product or service a try. Once you’ve identified a potential lead or customer, reach out to them to get the conversation going (remember that because consumers are constantly on social, you can reach them in real-time during their purchasing window). Offer users a discount through direct interaction or set up offers through apps like Yelp or Foursquare. When users are searching for your product or one that is similar, a discount or deal can be the deciding factor in making a decision.
The amount of time consumers spend on their mobile social apps creates a unique opportunity for businesses to reach their target audience in real-time. In a world where consumers are constantly online and readily accessible at any given moment, mobile marketing proves to be an important strategy in marketing and sales efforts. Remember that people are constantly talking about your business online to their audiences and peers, so seize the opportunity to make some real-time connections and produce a greater ROI.

How

1. Consistency is Key
A successful brand campaign can only be realized if the target audience hears, sees and reads the same information over an over again. For mobile marketing to be effective, you need to make sure the messages sent out are consistent with any other material being advertised through mass media or billboards. Potential clients will only be left confused rather than convinced if they keep feeding on contradictory information.

2. Introduce Offers and Promotions
One of the best ways to attract the attention of potential clients is by introducing a number of offers and promotions. If you constantly run polls, trivia competitions or even sweepstakes through mobile operators, it won’t be long before you switch the market in your favor. Some businesses even offer discounts on products and services for clients who subscribe for mobile feeds. This is a great way to grab user interest and engage them while also gathering behavioral data and insight.

3. Create a Feedback Option
One of the common mistakes some of these businesses commit is making the marketing a one-way kind of communication. If you really want to reach out to the market then you have to offer a two-way channel that allows the recipients to interact and get involved. This will help you gather important feedback on how you can improve production or even marketing strategies. Your audience will participate better if they too have a way to share their thoughts.

4. Keep it Brief but Informative
Standard banner ads have become one of the most popular communication techniques via mobile, especially after the introduction of smartphones and tablets. As you deliver ads to your target demographic(s), remember that they will probably see several others as well. This is why you are better off keeping it brief but very informative. Furthermore, you also need to be up to speed with the latest trends in this form of marketing. For instance, you could request operators to filter your recipients according to gender, age and other parameters.

Sources:

http://mashable.com/category/mobile-marketing/

http://www.searchenginejournal.com/3-things-businesses-must-understand-to-leverage-the-mobile-market/65564/

http://www.tapit.com/mobile-marketing/

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