Mobile marketing is marketing on or with a mobile device, such as a smart phone. It is the use of the mobile medium as a means of marketing in order to distribute any kind of promotional or advertising messages to customers through wireless networks.
Mobile Marketing has evolved throughout the years, from the mobile phone being used for only phone calls and text messages, to it being used to engage online today, on an always-on basis.
Today, mobile phones are used in order to:
- Communicate (Via phone, SMS, e-mail)
- Access (Search online, buy products online)
- Activate (Reading, Music, Photography, Gaming)
- Interact (Social Media)
- Context (Location tracking, GPS)
Why Should I Be Using Mobile Marketing?
When an organisation sets up a mobile marketing campaign, it is vital for them to be aware of how their target customers are communicating online and what channels they are making use of.
Today, a mobile marketing campaign is just as relevant as any online campaign. The use of smartphones is prevalent, particularly in Ireland.
In 2013, there were more smartphones sold than feature phones, with 51 million iPhones and 26 million iPads sold by Apple. In Ireland, 86% of adults now own a device that can be used on the go. Mobile ad growth is expected to accelerate over the next two years. In 2012, Mobile Search spend was at €11.3m (IAB Ireland).
How Effective Is Mobile Marketing?
Mobile marketing is very effective at reaching consumers. In the past six months, two-thirds of consumers have received a text message or mobile alert, whilst only 47% have ‘liked’ a brand on Facebook and only 12% have followed a brand on Twitter (Oceanstate Software).
However, most mobile marketing campaigns are missing out on their target personas by sending messages that their audience don’t find relevant or useful. Many consumers have complained that their most recent text message felt intrusive or spammy, and one-third of recipients said the message didn’t offer them any value.
Mobile Apps Vs Mobile Website – How Is It Relevant?
There is a difference between mobile apps and mobile websites. It is important to identify what one is relevant for your type of business or product/service that you are promoting. Mobile applications are useful as a resource or business tool, mobile banking applications, for example.
Mobile apps can also be useful for a company who use apps on a transactional basis. For many companies, however, a mobile app simply won’t be relevant or effective.