What is Mobile Marketing?

 

Mobile Marketing is the latest hot topic in the world of online marketing, and as is so often the case, while every business knows they have to be involved, many have no real idea what it is or what it entails. Go to any online marketing conference and you see the experts pulled to one side and, in a hushed tone, asked the same questions: “What is mobile marketing and why should I care?”

So just what is mobile marketing?

Simply put, mobile marketing is a marketing strategy that is specifically tailored to those using smart phones, or other mobile devices. What differentiates mobile marketing from other forms of online marketing is the level of engagement with the customer. Mobile marketing is far more geared to the direct generation of sales than other forms of marketing due to the manner in which these devices are used.

The most common form of mobile marketing is SMS (Short Message Service), commonly referred to as text messages. These are short messages, such as offers or coupons that are sent directly to those users who have chosen to opt in. SMS marketing differs from e-mail marketing in that; as users have become more accustomed to receiving bulk e-mails, they are far more careful about which ones they choose to open. However, once they opt in to an SMS service the open rate increases dramatically, and the message is far more likely to be read.

A WAP Site (Wireless Application Protocol) is a webpage which has been specifically tailored to fit a mobile device. A user on a mobile device will be automatically redirected to the WAP site for a far improved browsing experience.

In a similar way, mobile paid placement and inclusion is where a fee is paid for search engine indexing and prominent placement specifically on mobile devices. Other forms of mobile marketing include mobile game advertising and app advertising.

 

Background info from:

http://en.wikipedia.org/wiki/Mobile_marketing

http://marketmix2012.com/what-is-mobile-marketing-with-jeff-hasen/

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I am starting a corporate e-mail series about mobile marketing trends. 100% FREE. Fill in your emailaddress to receive them in your mailbox:

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Gerjanne van Egmond is a Local Internet Marketer connected to the Local Internet Marketing Association, with a passion for Mobile Marketing. Click here to find out more about me 🙂 or

Mobile market share: So how big is it?

 

In 2006, with Android, iOS, and Windows Phone still to enter the market, only 64 million smartphones were shipped worldwide. Today, nearly 10 times as many are sold each year and the market is still growing at an incredible rate. Google’s Android operating system reigns supreme in the mobile operating systems market. Its mobile market share currently stands at around 75 percent according to the latest IDC research. In the third quarter of 2012, Android shipped 136 million out of the 181.1 million smartphones shipped worldwide. Second place still belongs to Apple and its iOS operating system which has a 14.9 per cent share of the mobile market. No other operating system could reach double figures

Android has been experiencing incredible growth rates since its inception, which currently stand at 91.5 percent year-on-year. This is nearly double the overall growth rate in the mobile market of 46.4 percent. However, a new report from comScore suggests that this growth will not last forever and indicates that 2012 could be the year in which Android’s dominance over the mobile market will have reached its peak.

While smartphone shipments will continue to grow at a healthy pace, albeit at a slightly reduced rate than in the last few years, it is expected that there will be a sizable shift away from Android to Microsoft’s Windows Phone platform. Andoid’s mobile OS market share could drop to around 53 per cent in 2016, while Microsoft’s total share will soar to almost 20 percent, overtaking Apple to become the world’s no.2 smartphone platform.

Background info from:

http://bgr.com/2012/06/04/android-sales-fall-in-u-s/

http://en.wikipedia.org/wiki/Mobile_operating_system

http://www.fiercemobileit.com/story/android-surges-75-percent-mobile-os-market-share-says-idc/2012-11-02
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I am starting a corporate e-mail series about mobile marketing trends. 100% FREE. Fill in your emailaddress to receive them in your mailbox:

————————

Gerjanne van Egmond is a Local Internet Marketer connected to the Local Internet Marketing Association, with a passion for Mobile Marketing. Click here to find out more about me 🙂
 

Mobile marketing definition

 

For a long time there was endless discussion, and confusion, about what mobile marketing actually meant. The Mobile Marketing Association has now provided what could be the definitive mobile marketing definition:

“Mobile marketing is a set of practices that enables organizations to communicate and engage with their audience in an interactive and relevant manner through any mobile device or network.”

This definition of mobile marketing is short and to the point, but while it seems straight forward and even simplistic on first view, the definition is densely packed with all the major terminology important to mobile marketing. Any company wishing to begin a mobile marketing campaign should take the time to carefully consider the key concepts laid out in this short phrase, namely: practices, engagement and communication, and relevancy.

Let’s take practices first. This covers everything that a good mobile marketing strategy should include, and everything you wish to do to successfully engage with your target audience. All of the many facets of general marketing can be incorporated into a mobile marketing strategy.

Next is communication and engagement. By definition, mobile marketing has these concepts right at its very heart. After all, if a marketing strategy based around the mobile phone isn’t about communication, then what is it? Engagement is the core principle in mobile marketing and to most users the mobile phone is a highly personal device, so interacting with them in a direct, nurturing and truly two-way conversational manner is essential.

Relevancy is perhaps the key aspect in any mobile marketing campaign. Information is readily available on your customer’s location, activities, and browsing times. You should use this information wisely to tailor your messages and make them relevant to the recipient. For example, if a customer is searching for clothing from a location in London, you do not want to provide them with information about the latest deals in New York department stores.

It is worth keeping this definition of mobile marketing in mind when developing your mobile strategy. It is useful to refer back to the definition at key stages in the plan, and think about how you can use these concepts to successfully engage with your customer. In doing so, you will attain mutually beneficial and tangible results for both you and your core customers.

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I am starting a corporate e-mail series about mobile marketing trends. 100% FREE. Fill in your emailaddress to receive them in your mailbox:

————————

Gerjanne van Egmond is a Local Internet Marketer connected to the Local Internet Marketing Association, with a passion for Mobile Marketing. Click here to find out more about me 🙂