Mobile Marketing is promotional activity designed for delivery to cell phones, smart phones and other handheld devices, usually as a component of a multi-channel campaign.
Some mobile marketing is similar to advertising delivered over other electronic channels such as text, graphic and voice messages. SMS messaging is currently the most common delivery channel for mobile marketing. Search engine marketing is the second-most common channel, followed by display-based campaigns.
The expanding capabilities of mobile devices also enable new types of interactive marketing. New mobile marketing channels include:
- Location-based service (LBS), which involves detecting the area the user is connecting from (geolocation) and sending marketing messages for businesses in that area.
- Augmented reality mobile campaigns, which overlay the user’s phone display with location-specific information about businesses and products.
- 2D barcodes, which are barcodes that scan vertically as well as horizontally to include much more information. A mobile user can scan barcodes in the environment to access associated information.
- GPS messaging, which involves location-specific messages that the user picks up when he comes into range.
- The Kelsey Group, a marketing research company, predicted that the mobile advertising industry would grow from to $3.1 billion in 2013, up from $160 million in 2008. The firm also predicts that mobile search marketing will account for 73% of mobile marketing by 2013, up from 24% in 2008, and that SMS-based campaigns would shrink to 9%, down from 63% in 2008. Display-based campaigns are expected to stay relatively steady, up to 18% from 13%.
When advertisers first began experimenting with text messages, many people worried that their cell phones would soon be assaulted by spam, just as their e-mail accounts had been.
Fortunately, cell-phone providers recognized this threat as well. They decided to police their own networks, establishing guidelines and best practices for mobile advertising. As a result, cell-phone users throughout North America and Europe do not have to deal with mobile phone spam. Mobile text ads are generally opt-in, and users can text STOP to any message they’re tired of receiving
This development has not only been great for consumers, but for marketers as well, since it increases the value of the advertising that does get through. The ads that reach customers on mobile phones are actually read—or at least acknowledged—and not just virtually “thrown away.
What is Mobile Marketing :
Mobile marketing encompasses all those activities which connect advertisers to consumers through mobile devices and networks. Mobile devices include phones, PDAs, media devices, portable gaming consoles, tablet computers—and, of course, those devices which function as all of the above. Some mobile devices may only be open to a few advertising channels (for example, a basic cell phone can receive text messages); while other devices support many additional possibilities, including mobile Internet access, video messaging, and the ability to actively initiate and interact with advertising (for example, by scanning a QR code).
As mobile devices become increasingly common, more companies are engaging in mobile marketing. The Mobile Marketing Association, a global trade association that promotes mobile marketing, represents more than 700 members, including service providers, advertisers, and brands from a variety of industries.
Some examples of companies and industries active in mobile marketing include:
- Google, Yahoo, and other internet-based companies
- Technology companies such as Microsoft and Apple—indeed, Apple’s iProducts have been directly responsible for much of today’s mobile computing environment
- News media companies, including CBS, the New York Times, and the Washington Post
- Sports media companies, including ESPN
Retailers, including Best Buy and Target (at Best Buy, you can walk down the aisles scanning QR codes to access online information as you shop)
- Brands, including Proctor & Gamble and Coca-Cola