Mobile marketing is any advertising activity that promotes products and services via mobile devices, such as tablets and smartphones. Mobile marketing uses features of modern mobile technology, including location services, to tailor marketing campaigns based on an individual’s location. Mobile marketing is a way in which technology can be used to create personalized promotion of goods or services to a user who is constantly connected to a network. The key players in the space are the brands (and companies they represent through advertising) and service providers that enable mobile advertising. Mobile advertising targets audiences not so much by demographics but by behaviors (though demography plays a part, such as the fact that iPad users tend to be older and wealthier). One behavior in the mobile marketing space is known as “snacking,” which is when mobile device users check in to media or messaging for brief periods. Seeking instant gratification equates to more points of contact for marketers. In mobile marketing, the device (especially screen size) does make a difference — users of smartphones and iPad tablets react differently to mobile marketing. For example, smartphone users tend to find informative content to be the most relevant; iPad users tend to be captivated by interactive advertising that features rich media presentations with eye-catching imagery (the message of the content is a secondary concern).
Mobile marketing has several pros. The pros of mobile marketing are instant results, easy to work with, track user response, etc. Users always carry their mobile phones with them. Most of the time, the user has his mobile phone on as well, which means, he or she receives the message at the moment it was sent. If it is in standby mode, the message is received as soon as the user turns on his mobile device. Hence, mobile marketing techniques are always almost instant. Drawing out content for mobile devices is simple and less expensive as compared with the same for desktops or laptops. The mobile medium also makes it easier to issue promotions and marketing incentive services to the user. Further, the user response can be tracked almost instantaneously. This helps the mobile marketer better understand and analyze user behavior, thus improving their standards of service.
The cons are privacy issues, navigation on the mobile phone, platforms too diverse, etc. Mobile marketers need to understand and respect the fact that users would like their privacy online. They should only indulge in promotional activity if they have the user’s permission for it. The mobile phone usually comes with a small screen and no mouse which means that navigation on a mobile phone may get difficult for the user, even if it has a touchscreen. In such a case, most ads may go untouched, as the
user may find it too tedious to look in detail through each one of them. Mobile devices do not have any particular standard, as compared to PCs and laptops. Mobile phones come in many shapes and sizes, so screen size is never constant. Additionally, mobile platforms vastly differ from each other, using different OS’ and browsers. Hence creating one campaign for all of them can get difficult.
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