Mobile Marketing Definition
Mobile marketing is often referred to as “short message service,” marketing or SMS marketing. However to assume that it is merely texting is entirely wrong.
Mobile Marketing History
Six years elapsed from the launch of SMS until the first advertising appeared using this new data media channel. A Finnish news service offered free news headlines via SMS, sponsored by advertising. This led to rapid experimentation in mobile marketing and mobile advertising. The world’s first conference to discuss mobile advertising was hosted in London in 2000, sponsored by the Wireless Marketing Association.
Mobile Marketing Facts
Mobile messages are received 90% of the time and 65% of marketing emails are opened on mobile devices in the US. Americans are ditching desktops and viewing marketing emails on their tablets and smartphones more than ever before, based on new research from Movable Ink. The US Consumer Device Preference Report 4th quarter 2013 reveals that 65% of marketing emails were opened on a tablet or smartphone during the 4th quarter of 2013 (up from 61% in the previous quarter), while desktop opens dropped to a new low of 35% (down from 39% in the previous quarter).
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Mobile Marketing Trends
Mobile marketing trends will change in next 2-3 years as mobile phones will not only be used for communicating or surfing the Internet, but also for paying for services and goods. It’s entirely possible in the foreseeable future that mobile devices will replace the debit and credit cards making purchases.
During 2012, Mobile Marketing generated about $139 billion in U. S. sales and may increase over the next two years by 52% to over $400 billion by 2015 according to a study made by the Mobile Marketing Association. U. S. companies are beginning to increase their spending on Mobile Marketing every year.
Thirty-eight percent of iPhone users spend more time reading emails. They spend 15 seconds or more reading each email. Coming in second was Android smartphone users, with 35% spending 15 seconds or more reading emails.
The popularity of tablets continues to grow, with over 16% of emails were opened on a tablet. Although Android tablets comprise only 1.8% of total email opens, this figure was two times as high as the previous quarter.
Apple tablets and smartphones constituted 50% of total email opens, a figure that was exactly the same in the third quarter. Android tablets and smartphones represented 14% of all email opens (a 10% increase).
A Nielsen research study revealed that in 2013 three out of five mobile users own a smartphone. The study also indicated that there has been a 10 percent increase in smartphone ownership from the previous year.
How Mobile Marketing Works
Location-based content In conjunction with mobile marketing is location-based content marketing. Mobile devices equipped with GPS allows businesses to send users deals, coupons and special offers based on the user’s current location. This strategy started in 2013, but we will see it increase in 2014 as more smartphones will have 3G and GPS. If businesses fail to take advantage of this trend, their sales may decline as their competitors steal their customers with smart mobile marketing.
How to Increase Sales With Mobile Marketing
Create a mobile-optimized site. Your website’s design may please the eyes, but if it’s not mobile friendly, then mobile-dependent users won’t be able to use it easily. Appeal to your prospective customers by creating a website version that is mobile-friendly and easy to navigate.
Use QR Codes. QR is short for Quick Response Code. A QR Code is a two-dimensional code that carries info about your service or product. Practically all smartphones have a barcode scanner app preinstalled which can be used to gain access to the data encrypted in the code. These codes can be published on print mediums like magazines and newspapers or advertising materials. You can encrypt info that redirects customers to your website or even a particular web page having your product list or a specific product’s info.
Provide mobile discounts. Offer limited discounts which your customers can use only if they key in a text message to a short code, (i. e. a shortened phone number), or subscribe for updates via mobile. Once they’re enrolled, you can send discount coupons to their phones that are exclusive only to subscribers. This technique compels your customers to accomplish a call-to-action to get an item they really want.
Create a mobile app. But you say, I’m not a programmer and I’ve heard creating mobile apps is hard to do. Not anymore! There are app creation programs available that require no technical knowledge. I know of one such program where you just check a few boxes and an app is automatically created in about 12 minutes. Of course you can always hire a programmer to do the app for you through eLance. com or guru. com.
Share socially through social media. The marriage of social media and smartphones is a match made in heaven. People don’t have to stay at their computers to keep track of their social networks. They just need a smartphone and a reliable Internet connection. Take advantage of this practice by having your customers take a snapshot of their experience with your service or product and share it on social media sites.
The Key to Mobile Marketing Success
The key is to find the fine line between texting and providing value-added information. Running a successful local mobile marketing plan means to provide your customers timely information, needed to take advantage of special deals, reward and discount programs.
Mobile Marketing Goals
When establishing mobile marketing strategies it is best to determine goals before spending money on campaigns. Do you plan on using mobile advertising to build your brand or for direct marketing? Will you create short-lived viral marketing campaigns or create ongoing campaigns that building on previous marketing messages?
In light of these findings, it’s clear that a mobile marketing strategy is not just something that’s nice to have, it’s a necessity. If your business} regularly sends emails they must be optimized for mobile users. But more important, if you link back to your site in the e-mail you’d better be linking back to mobile friendly pages as not turn away potential customers.