Mobile Marketing -101

What is one of the first things most people do when they wake up? check the newspaper? drink coffee? fullfil natures call? Well yes, but if you guessed check your cell phone, then you're right. Now a days, 74% of Canadians and over 103% of Americans use cell phones. Everything from texting and calling to on-line shopping and paying bills, can be done from your own personal portable computer. With this ever increasing trend of cell phone users and applications, its a surprise that every company hasn't started to mainstream marketing via mobile devices.  With over 89% of the North American population using cell phones, it would only seem like a no brainer. But which methods should these companies employ?

     Many companies have used the tried and true method of SMS marketing. Basically what this is, is a company will send out a mass text message to all the recipients in its catalogue and send information about:

• Social media mobile advertising
• Mobile display ads
• Mobile landing pages with promotions
• Coupons
• Sweepstakes
• Location-targeted advertising (See image above)

     With location based advertising, a local restaurant, where you filled out a short survey after a meal and relinquished your cell phone number, can now send you text messages about new deals and coupons that would entice you to go back there to eat. 

     This is not only limited to restaurants, but almost any company offering products and services for consumer use. Anything from department stores "buy on get one free" sales, to lawyers fighting your speeding tickets, in the forms of text messages or mobile ads, can be accessed from cell phones.  Two of the most popular forms of mobile marketing are:

SMS marketing

     Beginning in Europe and Asia in the early years of the millennium, this form of mobile advertising became extremely popular very fast. With most people, being glued to their mobile devices, companies can ensure their messages are read fast, meaning a high conversion rate.  Unlike other means of advertising, text messaging is relatively cheap, when compared to mainstream advertising tactics, such as billboards, fliers,  emails, etc. Several billion texts are sent out all over the globe every month as more and more people have access to cell phones.

Multimedia messages

     Instead of just sending you plain text message, or a link, some companies opt to send pictures, short videos or audio files.  Companies are able to send rich content straight to your cell phone. Seeing a picture of a fresh baked donut is much more impressive than reading it and trying to picture it ourselves. With humans being very visual, this is a great treat for the senses.

     Other areas of mention, are ads within applications. Have you ever noticed when using almost any application now a days, there are little ads everywhere? Whether you're checking the weather, playing Angry Birds or using Facebook, there are ads everywhere. Some become annoying and irritate consumers, as they impede your access of the application.  But with careful ad placement and usage, advertising can greatly help any company and is a sure fire way to get your name out there! 

Links used. 

http://mobilemarketingmagazine.com/ 

http://en.wikipedia.org/wiki/List_of_countries_by_number_of_mobile_phones_in_use