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Marketing

?What is

Mobile

In 2009, the Mobile Marketing Association defined MobileMarketing as the set of practices that enables organizations tocommunicate and engage with their audience in an interactive andrelevant manner through any mobile device or network.

There are multiple channels for companies and brands to use to engage their audience:

SMS Marketing

SMS marketing is done through the SMS (short message service) on the user’smobile phone. Typically, marketing services use a five- to six-digit short code that isassigned to the brand. Brands can create campaigns that send offers, event details,and promotions directly to their audience through an SMS.

SMS marketing is becoming more popular as mobileusage continues to increase. In a recent case study onthe conversion rates of coupons and promotions sent outby the Winstar World Casino & Resort, 68 percent ofpromotions sent were eventually redeemed.

MMS marketing is very similar to SMS. The major difference is that MMS (multimediamessage service) allows the sender to use images, videos, and graphics that can bedisplayed with the offers, rather than just text.

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In-app marketing is another channel that has continued togrow with the increase of mobile application users. 1.6billion people are using mobile apps on their devicesworldwide. As that number continues to grow, marketersare taking advantage of this channel as an option fortargeted advertisements and engagement.

Many brands even build custom mobile applications toincrease interaction with their audience. However,development of these apps can be costly, and manydevelopers do not see enough of a return. Anotherdownside is that one in four mobile apps developed, evenfor big name brands, are downloaded then deleted(VisionMobile, 2013).

Social media marketing is not mobile-specific. However, in recent years as mobile usagehas continued to increase, users are spending more time on mobile versions orapplications of social networking sites such as Facebook and Twitter. New mobile-onlyand primarily-mobile social networking applications such as Instagram and Foursquareare also being used by brands to engage their audience on a personal level. Estimatesfrom eMarketer indicate that the population of mobile social network users will reach 79million by 2015.

Social Media

Mobile Applications

Email marketing has grown by 180 percent within three years (Campaign Monitor, 2014)and the number of mobile email users is expected to grow by 28 percent in 2014 and 23percent in 2015. (Radicadi, 2013) In 2013, email open rates also increased on mobiledevices by 21 percent. (Litmus, 2014) As mobile email users are becoming morecomfortable reading and responding to emails on their mobile device, 70 percent ofmobile purchasing decisions are now being influenced by promotional emails. However, ifthe email does not display correctly, 69.7 percent will delete the email immediately.

Many companies do not give adequate consideration to the format of their newsletters,which can affect how emails are displayed on smartphones and tablets. Despite the factthat an increasing amount of executives are using mobile email, less than one-half ofpromotional emails are actually optimized for customers to view or respond via a mobiledevice.

Mobile Email

It is now more important than ever that brands have mobile-friendly websites thatrespond to the change in screen size from traditional desktop computers to handhelddevices. Recent findings suggest that 71 percent of smartphone users will do a mobilesearch for a particular product or service after seeing the advertisement on thetelevision. Despite the fact that more are using their mobile phones to search forbrands, content, products, and services, 79 percent of large online retailers still do nothave a mobile-optimized site. (Google/Ipsos, 2012)

Mobile Web

Why should you use mobile marketing?

As the public shifts their eyes from the desktop tothe mobile screen, brands will need to keep upwith consumer behavior trends in order to reachthe most people possible. Using a good mix ofmobile channels will help boost a brand'spresence, as well as their customer engagement.

The successful marketing campaigns of the future may well rely on a good mobilemarketing mix that is replicable enough to monitor results, yet adaptable enough to allowthe adoption of new technologies as they are brought to market.