Mobile Marketing

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Mobile Marketing

Mobile Marketing

Mobile devices are personal.

While most computers do present a personal connection to the Internet, they are not as personal as mobile devices. Mobile phones are part of people’s personal presentation and their social affiliations. The implication for marketers: Respect for privacy and permission is important in all aspects of marketing, particularly when it comes to mobile.
Mobile devices are always carried.
Consider your own behaviour: what do you take with you when you leave your house – wallet, keys and mobile phone? The implication for marketers: Messages sent to mobile devices will most likely be accessed within minutes of being received. Messages sent to recipients can be read and acted on immediately.
Mobile devices are always on.
In order to fulfil its primary function – as a communication tool – the mobile device is always on. The implication for marketers: Marketers need to be even more sensitive with their marketing communications. Not many people would appreciate an SMS at 4am informing them of a special offer.
Mobile devices have a built-in payment system.
All mobile phones (and many other mobile devices) have a built-in payment mechanism – the SIM card. Billing is easily handled through the user’s mobile network. On top of that, paying for content and downloads has been built into the way that consumers use their devices. The implication for marketers: Consumers are willing to pay for services and content on their mobile devices. Advertising is not the only way to generate revenue for content.
Mobile devices are available at the point of creative inspiration.
The mobile device features a number of tools that let users act on creative impulse, from taking photos and videos to becoming a scribbling pad on which to jot down ideas. Tools like Instagram, Evernote and Snapchat are purpose built for creating, sharing and consuming creative content. The implication for marketers: This feature can be used to encourage interactivity within campaigns created for mobile. It presents the mobile device as a useful Mobile Marketing › Key terms and concepts Mobile Marketing › The role of mobile in personal communication note Think about your own habits: when was the last time your mobile phone was out of reach, or turned off? 466 467 tool in viral campaigns based on consumer-generated content. The flipside is that people can also post negative brand messages in the heat of the moment if they have a bad experience; online monitoring and CRM should be considered here for managing any potential backlash.
Mobile devices allow accurate audience measurement.
Every transaction made on a mobile device can be uniquely tracked, whether the transaction is a voice call, an SMS message or access to the Internet. They also allow for real-time tracking, where campaigns can be tweaked as they are run, and for location-based tracking, where customers receive marketing messages base on where they are physically located. The implication for marketers: Aggregated data provides profiling and segmenting opportunities for targeting the right audience. Campaigns can also be accurately measured and tracked for their return on investment (ROI). As always, make sure you are respecting your customers’ privacy and obtaining their consent.
Automated voicemail messages
Automated voicemail messaging (AVM) involves creating a pre-recorded voice message that customers can hear if they dial a specific number. This is a popular option in emerging markets where literacy rates are low. It also provides an excellent way to capitalise on a celebrity endorsement, since the celebrity can record one message and have it be distributed to callers around the country
Voice technologies
There are also less-complex versions of voice-based control, for example in Google search, where the user can speak a query rather than typing it (which is beneficial on mobile, considering the typical hassle of typing on a small device). Another mobile voice technology is interactive voice response (IVR). IVR is used in automated telephone systems to navigate through the menus. Rather than pressing a specific key to select an option, the user simply speaks their choice.Voice technologies are exciting, convenient and easy to use. However, there is still a relatively high rate of inaccuracy in the technology, leading to misunderstood voice inputs and frustrations.
Mobile commerce
Mobile commerce covers a wide range of ways in which users can buy things through their mobile devices – whether it’s shopping from the mobile browser, paying with airtime for apps and games, or using the phone’s built-in technology at the point of sale. Setting up a successful mobile commerce experience requires that you consider who your mobile customers are. What sorts of devices do they typically own? Are they comfortable with shopping online in general, and have they bought items on their mobile phones? Use these answers to inform your strategy. Since there are so many physical, electronic and mobile payment options available, ensure that you cater to your market by providing a wide range of popular payment options. Do some research to discover what consumers in your region are using.
Mobile banking
Mobile web: Mobile web banking is when mobile users gain access to modified web versions of the bank’s online site. This means that users have full access to their accounts in order to make payments, transfer funds and more. Mobile banking through this channel doesn’t usually cost the user more than the online banking subscription.
Mobile app: Mobile banking applications give users the ability to access a variety of account features through simple mobile-friendly processes. Through apps, users will have full access to their accounts.
Mobile text: Mobile banking can also be conducted via SMS and USSD. This is useful for non-smartphone users. Mobile text banking involves banks sending alerts to customers via SMS, or allowing them to perform simple tasks, like transfers, via USSD. Alerts can be sent for account balances, payments, direct deposits, and other account activity. These services can be free or available at an additional cost, depending on the provider. The text messages themselves are for the consumer’s cost with their mobile phone carriers.

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