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.
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