Mobile marketing: Why bother?

Mobile marketing covers many devices, for instance, PDAs, smartphones, digital music players and laptops. These devices are easy consumed, since mobiles can be simply used anytime, anywhere, anyplace and their rapid growth is well understood. This post will look at mobile marketing because it has greater access to customers compared to traditional marketing.

GroupOn’s communication success

Two-way communication is the best form of marketing. If your company pushes text messages to a customer it is a good idea to get the customer to text back making it two-way, effective communication, GroupOn is an excellent example because customer’s get an e-mail which allows them to ‘buy’ a coupon rather than simply including the coupon to the original e-mail. Two-way communicative marketing is successful since GroupOn is a very profitable business.

Mobile technology enhances marketing*

Location specificity
Locations are usually obtained by GPS, however, this raises privacy concerns.
Portability
Means users are almost constantly at hand to communicate.
Wireless
Usage is promoted; thus marketers have increased marketing opportunities.

*Adapted from (Shankar and Balasubramanian 2009:119) illustrating that mobile technology can enhance marketing campaigns. The future of digital marketing is creating good relationships with technology, marketing and the user’s of these devices.

Mobile marketing and communication.

Photo showing types of mobile communications.

SMS and “offer ends” viewpoint

If you are thinking about using mobile marketing it is important to note mobile trends. SMS messaging, for example, may have reached its maturity stage of the product life cycle which suggests that SMS messages are declining as online-based messaging apps become the new SMS message. This is useful to know since your resources could be targeted for online-based message apps to get access to a greater number of active customers.

Well-written mobile marketing is understood compared to, say, face-to-face or telephone dialogues but mobile marketing can result in delayed response times. This explains why effective campaigns use deadlines, such as, offer ends Monday, for instance. It is also a good idea to be critical when writing campaigns. Offer ends Monday 05th August 2013 is more clear than “offer ends Monday”.

B2B vs B2C

B2B, business-to-business, is different from B2C, business-to-consumer, because perceptions are completely different. Branding, an example of a perception, for B2B has only recently become a competitive tool whereas B2C has always been about competition. Fragmented markets further complicate marketing. B2B customers are more rational than B2C which means that brands have less of a role for B2B consumers.

Other forms of mobile marketing

Social media has many channels to enable mobile marketing. LinkedIn, YouTube and Google+ are examples of other forms of mobile marketing. Marketing is implemented everywhere. Next time you are on YouTube, which is an everyday activity for 78 per cent of people, look at the adverts around the screen, you will see banners, pictures, movie-style ads before and after a video starts. Advertising, therefore, uses multiple formats to get a message across.

Older YouTube interface showing that adverts were always popular.

Older YouTube interface showing that adverts were always popular.

So why bother with mobile marketing? You can access a greater number of people, often for a reduced cost, which is specific to your target audience. One campaign can make use of multiple formats and, therefore, audiences. The more specific people you can reach means your enterprise will maximise profits.

Posted by Gerald Murphy

References

  1. Arthur, C. (2012) Text messages turns 20 – but are their best years behind them? [Online] [Accessed on 01st August 2013]
  2. Beverland, M. Napoli, J. and Lindgreen, A. (2007) Industrial global brand leadership: A capabilities view. Industrial Marketing Management. 36(8) pp. 1082 — 1093.
  3. Lindgreen, A. Beverland, M.B. and Farrelly, F. (2010) From strategy to tactics: Building, implementing, and managing brand equity in business markets. Industrial Marketing Management. 29(2010) pp. 1223 — 1225
  4. Shankar, V. and Balasubramanian, S. (2009) Mobile Marketing: A synthesis and prognosis. Journal of Interactive Marketing. 23[no issue number] pp. 118 — 129
  5. Web Video Marketing. (2013) The Power of Online Video – The Stats 2013. [Online] [Accessed on 01st August 2013]
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