What is mobile marketing?
Mobile marketing is marketing which is designed for a type of mobile medium in such a way that enables businesses or companies to interact with their customer through a mobile device, network or medium. The Mobile Marketing Association defines mobile marketing as "... a set of practices Mobile Marketing is a set of practices that enables organizations to communicate and engage with their audience in an interactive and relevant manner through any mobile device or network." The most commonly used definition of mobile marketing today is marketing which is designed for mobile devices such as cell phones, tablets, e-readers or other mobile devices which have internet and web capabilities. However, there are several other definitions which broaden the scope of mobile marketing to include marketing communication done through any mobile medium, not just mobile devices. Today, however, the most commonly used methods of mobile marketing are being designed and done for mobile devices like cell phones, tablets, and other mobile devices.
Mobile marketing is relatively new. As the technology of wireless and mobile technology has increased dramatically in the past decade, so has the concept of mobile marketing. Mobile marketing now includes marketing which is specifically designed to meet the needs of mobile users; for example, ad campaigns which can be easily transmitted, downloaded and read on mobile devices. Mobile marketing now also includes other marketing schemes done through mobile devices; for example , customer rewards programs which involve scanning purchased items with a mobile device in order to reap rewards. As technology continues to develop in the next few years, mobile marketing will continue to expand and grow as well.
What are some different types of mobile marketing?
There are many different types of mobile marketing which are aimed at different mobile devices and consumers. The following are the most common types which are currently in use today.
SMS Marketing, or mobile phone marketing: this particular type of marketing has been on the rise since the new millennium and has only continued to rise as technology produces more advanced mobile phones each year. SMS marketing or mobile phone marketing is done through text messaging only, hence the SMS--"Short Message Service." This particular type of marketing was first geared towards consumers with mobile phones, as SMS or text messaging was a common feature on new mobile phones in the early-to-mid 2000s. Through text messaging, companies can send marketing information such as information about new sales, new stores, new products, as well as coupons or other information intended to increase profits. Today, MMS marketing is more common due to the increased technology used by mobile phones—however, SMS marketing is still very much alive in Europe and Asia and among consumers who do not use mobile phones with MMS technology.
MMS marketing is another type of mobile phone marketing. MMS marketing is similar to SMS marketing in that it is designed for marketing towards consumers with mobile phones. But unlike SMS marketing, which is done through text messaging, MMS marketing is delivered through the MMS or multimedia message service. These messages can receive images, text, audio, and video. Marketing through MMS is often much more elaborate and is designed in such a way to catch the consumers eye, much like a typical marketing advertisement. MMS marketing also includes reverse marketing, in which consumers are prompted to share their images, audio or video with the company in order to receive rewards or other incentives. For example, Motorola's House of Blues campaign involves prompting consumers to send mobile photos to an LED board at the House of Blues, showcasing their photos in real-time. This reward is intended to create a fun atmosphere which will increase promotion for the House of Blues as well as increase customer loyalty.
Mobile web marketing, or mobile internet marketing, is another increasingly popular type of mobile marketing. Mobile web marketing is designed specifically at consumers who are accessing web pages through their mobile devices. Like forms of traditional marketing, including traditional web marketing, mobile web marketing must be particularly tailored to the needs a certain group of consumers and potential consumers. In this case, it must be designed for consumers who are using their mobile devices to access the internet and access web pages. Advertisements o rather forms of marketing must be designed in such a way that mobile devices will be able to easily receive them and users will be able to easily read, understand and see them. This is due to size limitations created by accessing the web on mobile devices.