Throughout the years, Mobile Marketing has evolved from the mobile phone being used only for phone calls and text messages, to it being used to engage on an always-on basis nowadays.
What exactly is a Mobile Marketing campaign?
A Mobile Marketing campaign is a campaign that is used for businesses and organisations to make contact with their audience through a varying amount of channels, such as; mobile messaging (SMS), mobile ads, and mobile apps. These campaigns are normally marketing or advertising-related, and usually enable the business or organisation to reach out and establish solid relationships with their audience on a more personal level.
How does Mobile Marketing apply to my business?
In order for your business to succeed in today’s marketplace, you will need to have a strategic mobile marketing campaign as part of your overall marketing plan, in order to engage and captivate your current and potential audience.
Around 111 million people in the world are said to be using a mobile device in order to surf the web and use social media, such as Facebook and Twitter (1. Receptional, 2013. [Internet] ‘The Importance of Mobile Marketing Campaigns’). Available here [Accessed: 1st February 2015].
So, if you can come up with a couple of clever and creative mobile campaigns in order to grab your audience’s attention, this will greatly help you to promote your products and services to a relevant audience.
How relevant is a Mobile Marketing campaign in Ireland?
Today, mobile phone use is particularly thriving in Ireland. According to eircom.net, 1.3 million people in Ireland own a smartphone and the Irish household now has an average of four potential online devices (2. Eircom, 2013), so with this in mind, a mobile marketing campaign is very relevant in Ireland. (2. Eircom, 2013. [Internet] ‘Ireland – A Tech Savvy Nation That Needs To Be Constantly Connected’). Available here [Accessed: 2nd February 2015].
Thinkhouse also surveyed 800 Irish people between the ages of 15 and 35 and found that 98% of Irish youths are using Facebook on their phone, so it is imperative to Facebook as an advertising mechanism, particularly if you are aiming to target an audience within this age bracket. (3. Thinkhouse, 2014. [Internet] ‘Irish Mobile Youth Report 2014’ Available here [Accessed: 1st February 2015].
What are the different types of Mobile Marketing campaigns?
When it comes to mobile marketing campaigns, it is vital to be able to track and measure the success and conversions of any given mobile advertising campaign. Outlined below are five main channels within a mobile marketing campaign. Your business or organisation should choose the one that is best suited to your campaign type and set up the relevant tracking associated with your campaign:
- Mobile Message Advertising – With this, you need to look at the type of mobile device carrier, device identifier, timestamp and response history for specific numbers, and URL link conversions.
- Mobile Apps – It can be difficult to track because of the sheer amount of variables that can affect applications. Also, some of the data points may be within the apps themselves.
- Mobile Context – This is the context of a user’s mobile experience. This context reveals a lot to marketers. Context can be broken down into four different variables which are; Location, Time, Proximity and Device.
- Cross-Media Impact – This is the integration of mobile and traditional advertising campaigns, which has become increasingly popular. An example of this is QR Codes on print advertising. Measuring the effects that this combination has on the effectiveness of the advertising campaign is important.
If you would like more information with regards to setting up your Mobile Marketing Campaign, please feel free to contact us here at evolve.