Mobile is misleading! And other important facts about mobile marketing.
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The word “mobile” is misleading, because mobile marketing isn’t always mobile…
Mobile marketing means, above all, that you can reach your customers directly on their mobile devices with your offers and news, always and everywhere – whether they happen to be mobile themselves, that is, on the move, or not. They may be sitting on the sofa browsing the internet on a tablet or smartphone when your message reaches them. Placing adverts on mobile devices – that, roughly speaking, is mobile marketing. Wikipedia puts it at a little more length: **“**Mobile marketing describes marketing measures that use wireless telecommunications and mobile devices with the aim of reaching consumers as directly as possible and leading them to a particular behaviour.” But that is far from all:
What else can mobile marketing do?
But mobile marketing is not just about sending information and offers to customers – it is also about collecting information. For example with analytics tools, which can be built into an app. Selling real or virtual products is part of it too. So it is now obvious what mobile marketing can do: it can reach your customers directly with information, and it can also pass information from your customers on to you. You and your customers can communicate directly, wherever you are. And that in turn can lead to sales, appointments and so on.
What advantages does it have over other kinds of marketing?
Mobile marketing is more direct and more effective, because prospects get exactly the information they want. One example: if a prospect has downloaded an app and switched on push, they also want to be notified of promotions and other news by push. Just one of many examples, but a significant one – because 7 out of 10 app users already switch on push notifications in their apps. That makes mobile advertising extremely effective compared with unwanted pop-up adverts or annoying banner ads, which no customer would ever ask for. Unlike traditional marketing through print or radio advertising, which keeps declining (see the statistics below), mobile advertising is on the rise and is even about to overtake it. And that this very year.
The future of mobile marketing
So the future of mobile marketing looks rosy. The next generations are already growing up completely mobile. And the older generation is already catching up, with phones and tablets – and soon other mobile devices too – as constant companions. A small comparison of figures on media use:
| TV | 2009 – 45% | 2012 – 38% |
| Online | 2009 – 25% | 2013 – 20% |
| Radio | 2009 – 17% | 2012 – 12% |
| 2009 – 9% | 2013 – 4% | |
| Mobile | 2009 – 4% | 2013 – 20% |
Source: eMarketer via Socialmediatoday.com
Mobile marketing could become the most important advertising tool of all time – it is already the most direct route to your customers today.
How important do you think mobile marketing is?
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