Mobile marketing occurs on easily transported devices, for example, smartphones or graphic tablets. Personalised campaigns are time and location specific. Mobile marketing is a personal experience.
Mobile marketing benefits
- Communication and promotion are almost instant on mobiles. Avert sharing is like endorsements between friends. If one friend “likes” and sends a promotion to another friend they might approve of this promotion too. Successful campaigns can spread virally.
- Mobile audiences are constantly growing. Mobile marketing simply taps into this packed market to promote your goods / services.
- Using mobile marketing keeps you up-to-date with your audience. Simply by being within date means your whole campaign is likely to be influenced by the latest, often coolest, developments.
- Mobiles are a popular channel so brands can be promoted quickly to a lot of active users.
- Mass mobile markets can easily turn a promotion into an online transaction. Well-designed e-commerce websites convert browsers into buyers through effortless browsing.
Mobile marketing integrates various applications. From gstatic.
Ofcom identified that 94 per cent of adults own or use a mobile phone. This means that running marketing campaigns on these devices is more important than ever before. Even if you gain more browsers than usual your brand is increasing: brand awareness and the likelihood of browsers bookmarking your website for future reference.
Mobile marketing and search engines
Search engines allow your audience to find your website after seeing a mobile marketing campaign. A well-designed campaign, though, should include a link to your website, as well as, a catchy tagline or memorable video, for instance, because a marketing campaign which is remembered is more successful.
Mobile marketing is a powerful channel because smartphones are beginning to reshape social behaviours, for example, by looking at a website to get a precise fact for a real-time, and real life, conversation. Mobiles are also seen as a companion so mobile marketing allows well-executed campaigns to be less intrusive.
Posted by Gerald Murphy
- Chang, K. (2013) ‘Like’ This Article Online? Your Friends Will Probably Approve, Too, Scientists Say. [Online] [Accessed on 08th October 2013]
- Leppäniemi, Matti, “Mobile marketing communications in consumer markets”, Faculty of Economics and Business Administration, Department of Marketing, University of Oulu, 2008, p. 21.
- Ofcom. (2011) A nation addicted to smartphones. [Online] [Accessed on 08th October 2013]
- Shankar, V. Venkatesh, A. Hofacjer, C. and Nail, P. (2010) Mobile Marketing in the Retailing Environment: Current Insights and Future Avenues. Journal of Interactive Marketing. 24 [issue number missing] pp. 111 — 120
94% of adults own a smartphone and 82.7 million people in the UK have a mobile subscription. Mobiles are popular today and will be increasingly popular. Their convenience, cheaper price plans, look and feel all help to market their use to a range of connected people. What can we learn from mobile?
Mobiles: RWD and apps
To allow mobile users one of the best mobile experiences, allowing them to view a large website on a smaller screen, responsive web design is very effective. There are some disadvantages to RWD, however, you must make a judgement for your particular website. It might mean that designing a mobile app is more effective for your needs. Regardless of what option you decide to implement, making your website available on mobile devices is fundamental for profits and user experience.
Mobile and social media use. Source.
Learning from mobile
Mobile is going to be the future of search. With global smartphones to reach 2 billion having a RWD or a mobile app is essential. Writing precise and informative content is also key to allow mobile users to get a quick answer.
69% of UK mobile users expect usage to increase by 2015. This suggests that web technologies need to be user focused. User experience is key to allow returning mobile visitors to visit and convert on your website again and again.
With the public launch date of Google Glass to be announced search engine optimisation (SEO) will need to think about moving towards conversational title tags and other everyday language meta data.
Organisations need to adapt to the user behaviour of mobile devices, for instance, thinking about what mobile keywords will be used. It is also a good idea to note the latest trends on iOS and Android: Games (32%), browsing (32%) and Facebook (18%) are the most popular activities on mobile. Mobile messages and entertainment are a good combination. Are funny adverts likely to go viral on mobile? Most likely yes. We see mobile technology as an entertaining companion.
Posted by Gerald Murphy
- Bosomworth, D. (2013) Mobile Marketing Statistics 2013. [Online] [Accessed on 16th August 2013]
- Ofcom. (no date) Facts & Figures. [Online] [Accessed on 16th August 2013]
- Yang, Y. (2013) Smartphones in Use Surpass 1 Billion, Will Double by 2015.
Galaxy Mega 6.3 smartphone specifications and price
- Size of screen
- At 6.3 inches, or 16 cms, the Samsung Galaxy Mega smartphone is the largest smartphone on the market
- Operating system
- Android 4.2 (Jelly Bean)
- 199 grams
- Apple’s iPhone 5 weighs 112 grams whereas the Samsung Galaxy SIII weighs 133 grams.
- Is there a smaller Galaxy Mega smartphone?
- Yes! It is 5.8 inches (1.1 inche smaller)
- Samsung Galaxy Mega 6.3 smartphone specifications
- HD LCD display with 720p resolution. 1.7GHz dual-core processor. 1.5GB of RAM. 8GB/16GB storage. microSD support up to 64GB. 8-megapixel camera. 1.9-megapixel front-facing camera. Bluetooth 4.0. Wi-Fi 802.11 a/b/g/n/ac, Wi-Fi Direct. GPS, GLONASS. LTE support. IR sensor. NFC. MHL. Size: 167.6 x 88 x 7.9mm.
- Release date
- Samsung said the mobile will be launched “globally” in May starting with “Europe and Russia”.
- £596.08 / €699
- Anon. (2013) Samsung Galaxy Mega 6.3 and 5.8. [Online] [Accessed on 11th April 2013] http://is.gd/Z298iz
- BBC (2013) Samsung unveils 6.3in Galaxy Mega smartphone. [Online] [Accessed on 11th April 2013] http://is.gd/Lmb1qc
- Samsung. (2013) GALAXY Mega 6.3. [Online] [Accessed on 11th April 2013] http://is.gd/F1o0Ri
- Smith, C. (2013) Galaxy Mega 6.3 and Galaxy Mega 5.8 official: specs, features, release date and pricing. [Online] [Accessed on 11th April 2013] http://is.gd/eWYA8M
Responsive Web Design was coined by Ethan Marcotte, in his article “A List Apart”, in 2010. Marcotte claimed that mobile users of his article would surpass desktop usage within three to five years (Mellone and Williams 2010:121).
What is Responsive Web Design (RWD)
RWD ensures your user enjoys the best, and an optimal, experience whenever they visit your website (Sharkie et al :ix). It is, therefore, user-focused because the user is at the forefront of your design: Your website adjusts to a users’ desktop/laptop, graphics tablet and/or smartphone.
RWD and search engine optimisation
- With RWD you only need one SEO campaign because you do not require a separate one for a .m (mobile) version of your website.
- RWD also adds to the user experience because a users’ device is adapted to have the best possible experience.
- RWD and SEO, additionally, allows your website to be used by mobile searchers. In other words, mobile momentors can search for a term and view your website on their mobile. This is important because mobile search is going to be the future of search.
83% of tablet owners use their device whilst watching TV
Moth (2013) identified that 83% of 6500 people used their graphic tablet while watching TV. This suggests that RWD will remain very important to give mobile users (i.e. smartphone, and graphic tablets) a comfortable experience as they visit your wesbite.
What do people do on their graphic tablet?
- Work / Business*
- 73% browse the web. 69% access their e-mails. 67% remotely work from their graphic tablet.
- Home / Personal*
- 78% browse the web. 74% access their e-mails. 74% play games on their graphic tablet.
*Statistics from (Visual.ly 2013: online)
What is the connection of RWD to SEO?
So if more and more people are using graphic tablets, and other mobile devices, it is clear that RWD enables a website to be found, accessed correctly and protrayed in the most positive light: A comfortable user experience could help with sales, or page views, because the website has a good user-focused design. SEO is becomming local, RWD goes hand-in-hand with SEO because the latter allows your website to be displayed correctly whilst the former allows this formatted website to be found by mobile users.
- Moth, D. (2013) 10 interesting digital marketing stats we’ve seen this week. [Online] [Accessed on 29th March 2013] http://alturl.com/v5az4
- Mellone, J. T. and Williams, D. J. (2010) ‘Applying best practices in web site redesign: the Queens College Libraries experience.’ OCLC Systems & Services. 26(3) pp. 177 — 197
- Sharkie, C. and Isher, A. (2013) Jump Start Responsive Web Design. VIC Australia: SitePoint Ltd.
- Visual.ly (2013) 2013 Mobile Business Predictions. [Online] [Accessed on 29th March 2013] http://alturl.com/3j8ak