“There are 7 billion people on Earth. 5.1 billion own a cell phone. 4.2 billion own a toothbrush. (Mobile Marketing Association Asia, 2011)“
Mobile Marketing can be defined as “the use of the mobile medium as a means of marketing communication”, the “distribution of any kind of promotional or advertising messages to customers through wireless networks”. A more specific – and perhaps more germane definition given the surge in location based marketing – is the following: “using interactive wireless media to provide customers with time and location sensitive, personalized information that promotes goods, services and ideas, thereby generating value for all.
The Mobile Marketing 411
- SMS: (short message service): Also known as ‘texting’: Advertisers can send relevant marketing messages in form of texts
- MMS: (multi-media message service): Marketing messages that utilize multiple, rich media elements such as images, video and audio
- Mobile Applications: The ads can be hosted inside the application design and logic. The applications comprise of managed platforms, virtual machines, native applications and widgets
- Bluetooth Wireless Proximity Based Marketing: It works like local TV advertising on cable or network channels where a customer in a particular location will be served custom ads for that area. You will receive an ad or a message based on the location your wireless device is picking up
- Location-Based Marketing: Delivers multi-media directly to the user of a mobile device dependent upon their location via GPS technology
- QR Codes (quick-response barcodes): Allows customers to quickly learn more about a business, by visiting a mobile version of their business page on a mobile phone that is enabled to scan the bar code
- Pay Per Call Mobile (also called click-to-call): Pay per call is advertising that generates a billable event only when the reader of the ad does something—in this case, makes a phone call. A mobile ad can contain a phone number that the customer can select and call instantly from their cell phone
- Voice Marketing: Voice broadcasting calls numbers from a computer managed list and plays a pre-recorded message to the customer
- Mobile Banner Ads: Like standard banner ads for desktop web pages but smaller to fit on mobile screens and run on the mobile content network
- OTT messaging services, also referred to as next-generation messaging services, offer Web-based messaging services to mobile users who subscribe to the same service (and/or use the same handset). Assuming the customer has a flat-rate mobile Web package these messages are free or almost free
- Augmented reality (AR) is a live, direct or indirect, view of a physical, real-world environment whose elements are augmented bycoputer generated sensory input such as sound, video, graphics or GPS data. (Watch this space. AR will be HUGE by 2015.)
- Social Media Marketing: Mobile SMM Refers to the process of gaining traffic or attention through social media sites applications like Facebook, Linkedin, Google + and Twitter.
The Dollars: When looking at revenue generated, the dollars spent on mobile marketing are not even the beginnings of the pimple on the ass of “traditional” media like print and broadcast – let alone web. Sure, traditional media is dying an ugly death with aging baby boomers driving the bus who are still struggling to keep up with the frenetic evolution of online marketing, but mobile and it’s big brother “social marketing” are still way behind in market share.
Mind-share is another matter all together. Mobile devices are in the pockets of more than 2/3rds of the global population.
Mobile marketing may be in it’s infancy but the reach of mobile devices is jaw-dropping.There are 7 billion people on Earth. 5.1 billion own a cell phone. 4.2 billion own a toothbrush. (Mobile Marketing Association Asia, 2011)
Theses stats from viralblog.com tell an astounding story about the relevance of mobile and the increasing importance of mobile marketing – and more importantly “intelligent” mobile marketing – on the consumer.
- It takes 90 minutes for the average person to respond to an email. It takes 90 seconds for the average person to respond to a text message. (CTIA.org, 2011)
- Mobile coupons get 10 times the redemption rate of traditional coupons. (Mobile Marketer, 2012)
- 91% of all smart phone users have their phone within arm’s reach 24/7 – (Morgan Stanley, 2012)
- 44% of Facebook’s 900 million monthly users access Facebook on their phones. These people are twice as active on Facebook as non-mobile users (Facebook, 2012)
- Mobile marketing will account for 15.2% of global online ad spend by 2016. (Berg Insight, 2012)
- It takes 26 hours for the average person to report a lost wallet. It takes 68 minutes for them to report a lost phone. (Unisys, 2012)
- 70% of all mobile searches result in action within 1 hour. 70% of online searches result in action in one month. (Mobile Marketer, 2012)
- 9 out of 10 mobile searches lead to action, over half leading to purchase. (Search Engine Land, 2012)
- 61% of local searches on a mobile phone result in a phone call. (Google, 2012)
- 52% of all mobile ads result in a phone call. (xAd, 2012)