Mobile Marketing

For those unfamiliar with the concept of Mobile Marketing, it is an ever-evolving, consumer-focused trend that has become quite prized over the last couple years. Several institutions have experimented with the possibilities Mobile Marketing has to offer. According to a noteworthy article, there are five different categories of cell phone users, suggested in a Mobile Consumer Segmentation Study by market research firm Experian Simmons. At least 3 of the 5 categories contain mobile owners that would more than likely give a positive reception to businesses using cell phone applications as a means to expand marketing campaigns and reach consumers on a new level. To truly comprehend the complexity and affectivity of this rapidly evolving tool, it is important to consider mobile phone demographics as part of a strategic plan which assists companies seeking to drive sales and increase interaction with customers.

The first of the 3 categories, the “Mobirati” group, constitutes 19% of mobile phone usage and contains members of the first generation to have grown up with mobile phones. The “Mobile Professionals” (17%) and the “Social Connectors” (22%) are essentially considered “on board” for the latest technology and spend their time on complex devices with excellent texting features or other extra features considered just as important. Ultimately, there are a variety of innovative ways to approach these mobile users through mobile marketing and if executed effectively among these groups, could greatly contribute to a successful campaign for better business.

For instance, using SMS text messaging to directly promote a product offering is a way to increase product awareness. Through this method, the consumer can receive detailed descriptions, contact information and the opportunity to reply to specific offers. Because mobile devices are more user friendly compared to laptops or personal computers, the interaction between business and consumer occurs more efficiently. More importantly, SMS texting has no spam filter.

Furthermore, texting offered by local media, such as newspapers, is a new technique to grasp as circulation numbers decline for print publishers. Mobile marketing will replace the circulation by sending multimedia messages to consumers giving them the option to download an application that will allow them to read the content on their mobile device. This idea also envisions that readers will receive text messages encouraging them to interact instantaneously with the print materials.

After several years of testing, big retail brands positioned themselves to make mobile marketing a significant, more permanent program for product distribution. In 2008-2009, fast food industry leaders launched texting programs, mobile websites and iPhone applications that enabled their customers to order food via SMS texting on their mobile phones. With these applications and campaigns proving to be successful for the BIG brands, other companies have quickly begun making preparations to join the trend.

Another way in which mobile marketing can reach today's consumers is through the use of device location applications. This concept imagines GPS applications finding their consumers' location and sending offers relevant to their time and space. A more simple understanding of this concept would be the use of ad space on Google Maps by businesses that want to reach consumer prospects when they access a location on their mobile device.

In addition, a recent development involving the use of a bar code application that enables a customer to scan a barcode from their phone and be connected to an advertiser's promotional video, website or mobile coupon has many heads spinning. Many business owners are asking themselves and their advertising partners how this trend will fit into their future marketing campaigns.

When a company or institution discovers a desire to improve/increase their methods of interacting with customers, Mobile marketing, though a complex, extremely new concept, is no doubt creating a huge wave in the future of advertising. Even more impressive, is how this rapidly growing and evolving trend can potentially be used to sail a company or institution into mega-profitable horizons.