MOBILE MARKETING?
- Bellerina Tan
- Feb 17, 2020
- 3 min read
As everything is getting digitalised, there are always ways that technology is making everything evolve. Mobile marketing is advertisements that promotes any product or service done through different channels such as smartphones and even tablets through websites, phone apps and social media. This includes features such as location services, catering towards individuals by having campaigns based on their locations.
As seen in the graph below, there is a peak in both mobile and desktop users, until there comes to a point where it still continues to have a steep increase in mobile users. In 2014, there were equal number of users for mobiles and desktops, at 1,600 million. More users are spending much more time on their mobile phones as the years go by. It is not shocking that this trend will continue, so mobile marketers can use this to their advantage!
It is common that young adults are so glued to their devices. But even children and babies are exposed to this technology advancement. People are so inseparable with their phones nowadays! Even when I have my phone in my hand, I sometimes forget that its there and start panicking that I might have misplaced it!!
Here are some examples of mobile marketing tools, and how marketers make use of them!
Mobile Marketing Tools:
1. Mobile Apps
Digital marketers commonly use mobile apps because they are free and simple to use.
The main purpose of using mobile apps are to promote sending messages and direct crowds to company websites. To create awareness for their brands, companies have to find ways to encourage their target audience to download the phone app. For instance, KFC sticks stickers on the tables in their fast food restaurants prompting customers to download their app to redeem in-app vouchers. An innovative creative idea by Nivea campaign which have advertisments in magazines where there is a detachable strip which can be tied around their child's arm while being at the beach. With the assistance of their app, it helps to communicate with the strap on their child's location. When the child is in an area that he is restricted from, the strap will beep.
2. Mobile Advertisements
Mobile advertising can come in different forms such as in text messages, banner advertisements within a mobile website, in apps or on mobile games. With the use of cookies, companies such as Facebook, Instagram and even Google tailors advertisements depending on individual's likes, dislikes, locations and users' activity through the web.
With the help of cookies companies are able to follow users' activity through the web, make inferences about their likes and dislikes, and then serve them highly targeted and relevant ads.
Does such Youtube advertisements get under your skin? If they do, marketers are more likely to be doing it right as it reaches audience.
3. Mobile Payments
Who would have thought payment could be so convenient now?
Over the years, here are some examples of mobile payments:
2003: 95 million mobile phone users worldwide who made a purchase with their phones.
2007: iPhone and the Android operating systems started.
2008: Invention of Bitcoin.
2011: Google Wallet was invented.
2014: Apple Pay was launched, followed by Android and Samsung Pay.
2020: 90 percent of smartphone users would have made a mobile payment.
Mobile marketing techniques that can be adopted to attract mobile users:
1) In-App Advertisements
Marketers can promote their services when mobile users are in certain apps.
2) Bluetooth
Content can be delivered when people comes within range.
3) Pop-ups
One of the most common ways to relay messages while users are surfing the internet.
4) Short-message Services (SMS)
Creating awareness and advertisement through text messages.
5) Omnichannel Marketing
A sales approach using multiple platforms to provide integrated shopping experience.
A great example of effective utilising of mobile marketing is IKEA catalogue app
IKEA made use of mobile app to make their campaign a success by bringing over their catalogue into an interactive platform. The app allows virtual placement of their products in places where you want to place them. With such an innovative technology, IKEA's app was the number 1 downloaded marketing app for a brand!
How this app differentiates itself from other brands is by having unique properties of virtual reality that works only on mobile phones and gets customers to enjoy themselves so it does not feel like a marketing campaign.
What techniques would you use to market for a brand? Leave your comments and thought in the comment section below!
References
@Sharlene Lai From my point of view, I feel that the main reason more people are using mobile marketing is because of the ease of access. Mass communication are made in a lesser period of time and the tracking response is much more immediate!
@Yangwui Stiflier Glad it helps! Also known as proximity marketing, bluetooth marketing helps with increasing application engagement, helps improve application retention and allows personalised experience for users. Let me know if you have more questions :)
I find that the points written in this blog is really helpful to my understanding! Can you explain more about the Bluetooth mobile marketing?
Is there a reason why more people are using mobile in recent years?
@Jeremy Nah Thank you :)
1. Mobile marketing allows instantaneous results. Most of the time, our phones are with us. This means that when a message is sent to us, we will receive it immediately. Mobile tactics will enhance with marketing strategies.
2. Tracking is immediate. Mobile marketing is an effective way to collect user data.
3. Allows mass communication so much easier. It saves time as everything can be broadcasted.
Hope this helps!
Had a great time reading your blog ! Great post about mobile marketing! Can you share more benefits of mobile marketing ? Thank you ! Look forward to your next blog post !