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The Mobile Revolution And Marketing
Published on 10/1/2015 by K Scott
Mobile phones, smart phones, cell phones— whatever moniker you ascribe to a hands-free phone that uses radio waves to receive and deliver information, they’re here to stay. And with more technology contained in a typical 3” x 4” x ¼” device than NASA (the entire agency, mind you) had circa 1969— when we were sending astronauts to our companion satellite— they’re being used for much more than phone calls: texting, internet browsing, scheduling, photography, video conferencing— the list goes on and on.
With the shift from traditional marketing avenues to marketing efforts that go with consumers on their tablet/phone, it’s vital for any business wishing to stay in business to adapt to the changes. But what, exactly, does this shift mean to marketing and why should your business care?
Why You Should Care
As stated previously, mobile marketing is here to stay. So, it behooves you to dive in while the pool isn’t too crowded. According to Berg Insight in 2012, mobile marketing will account for 15.2% of global online ad expenditures by 2016. That’s a pretty big chunk, and it’s only going to grow. Now is the time to take off your mobile marketing floaties and swim with the big boys and girls in the deep end.
A few stats to chew on:
• 79% of people use their phone to make or influence a purchasing decision.
• The mobile ad market is expected to grow to $22 billion by 2016.
• By 2015, more people will access the Internet through a smartphone or tablet than a PC.
• Mobile coupons are 10x more likely to be used than traditional paper coupons.
(stats taken from smartmediatips.com)
Consumers today expect information to be readily available and accessible 24/7/365. Marketing is no longer exclusively a 30 second spot during prime time or a half-page ad in a major publication. Marketing now is also a text, a tweet, a blog post, a web page— all of which are accessible by most mobile devices. It’s marketing on the go, and it’s never been more portable.
As Jason Wells, CEO of ContactPoint, says:
Mobile marketing gives marketers access to a captive audience in a hyper-targeted way. It produces more immediate responses, and a higher response rate, than any other marketing method ever seen before. The mobile marketing tsunami is changing the dynamic of every element of marketing.
Types Of Mobile Marketing
Mobile marketing takes many forms and can be adapted to suit almost any marketing aim. Here are a few of the more popular types.
MMS contains a timed slideshow of images, text, audio, and video delivered via Multimedia Message Service. If your phone has a color screen, it is likely capable of receiving these types of messages. An example of MMS marketing is Motorola’s House of Blues campaign, where consumers can send mobile photos to the LED board in real-time and blog their images online. But you don’t need to have the latest and greatest technology to attract customers; however, you DO need to utilize MMS/texting effectively, as illustrated below.
• QR Codes
QR codes are shortcuts that allow a mobile phone to access a linked page when that phone captures the image of the QR code with its camera, eliminating the need to manually type in the IP address. The scannable code resembles a square with bad pixilation but it easily placed on signs, tags, billboards, and paper. Many brands, such as Frito-Lay, Coca-Cola, Ford, etc., are utilizing QR codes as a way to direct consumers to specific pages for contests, feedback, games, or free offers/coupons.
• Mobile Web Marketing
Since mobile internet browsing works a little differently than regular websites because they must be optimized to fit onto the comparatively smaller mobile screen, your advertising must be curtailed to fit as well. The Mobile Marketing Association provides a set of guidelines and standards that give the recommended format of ads, presentation, and metrics used for ads to be placed on mobile web sites. Google, Yahoo!, and thousands of other websites have been selling space on their web pages for years and will continue to do so as mobile browsing becomes more and more commonplace. Here are some tips from Mashable to help you with your mobile marketing efforts.
Mobile marketing is here, and it’s here to stay for a while. So, ignore the roaming charges and get your mobile marketing campaign started if you haven’t done so already!