What Is Mobile Marketing?
Mobile marketing is any advertising activity that promotes products and services via mobile devices, such as tablets and smartphones. It makes use of 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 personalised promotion of goods or services to a user who is constantly connected to a network.
- Mobile marketing is an advertising activity that uses mobile devices, such as text promos and apps via push notifications.
- Mobile marketing audiences are grouped by behaviours and not by demographics.
- Mobile marketing is a subset of mobile advertising.
- Marketing faces privacy issues related to data collection.
- Mobile marketing is much more affordable than traditional marketing on television and radio
How Mobile Marketing Works
Mobile marketing may include promotions sent through SMS text messaging, MMS multimedia messaging, through downloaded apps using push notifications, through in-app or in-game marketing, through mobile websites, or by using a mobile device to scan QR Code
Proximity systems and location-based services can alert users based on geographic location or proximity to a service provider.
Mobile marketing is an indispensable tool for companies large and small as mobile devices have become ubiquitous. The key players in the space are the brands (and companies that they represent through advertising), and service providers that enable mobile advertising.
Mobile advertising targets audiences not so much by demographics but by behaviours (though demography plays a part, such as the fact that iPad users tend to be older and wealthier).
Mobile Marketing vs. Traditional Marketing
Unlike traditional marketing efforts, mobile marketing takes advantage of the fact that many users of mobile devices carry them around wherever they go. As a result, location-based services can collect customer data and then offer coupons, deals, or promotions based on their proximity to a store or a place frequently visited by the consumer.
These marketing campaigns can be more targeted and specific to the individual user, and should, therefore, be more effective for the company doing the marketing. One example may be a marketing campaign that sends food-related coupons to a customer any time they come within half a mile of a specific supermarket.
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