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Mobile Marketing

Learn About Mobile Marketing

Mobile marketing is multi-channel online marketing technique focused at reaching a specific audience on their smart phone, tablets, or any other related devices through websites, E mail, SMS and MMS, social media or mobile applications. [1] Mobile marketing can provide customers with time and location sensitive, personalized information that promotes goods, services and ideas.[2] In a more theoretical manner, academic Andreas Kaplan defines mobile marketing as "any marketing activity conducted through a ubiquitous network to which consumers are constantly connected using a personal mobile device".[3]

SMS marketing

Marketing through cellphones' SMS (Short Message Service) became increasingly popular in the early 2000s in Europe and some parts of Asia when businesses started to collect mobile phone numbers and send off wanted (or unwanted) content. On average, SMS messages are read within four minutes, making them highly convertible.

Over the past few years SMS marketing has become a legitimate advertising channel in some parts of the world. This is because unlike email over the public internet, the carriers who police their own networks have set guidelines and best practices for the mobile media industry (including mobile advertising). The IAB (Interactive Advertising Bureau) and the Mobile Marketing Association (MMA), as well, have established guidelines and are evangelizing the use of the mobile channel for marketers. While this has been fruitful in developed regions such as North America, Western Europe and some other countries, mobile SPAM messages (SMS sent to mobile subscribers without a legitimate and explicit opt-in by the subscriber) remain an issue in many other parts of the world, partly due to the carriers selling their member databases to third parties. In India, however, government's efforts of creating National Do Not Call Registry have helped cellphone users to stop SMS advertisements by sending a simple SMS or calling 1909.[4][5]

Mobile marketing approaches through SMS has expanded rapidly in Europe and Asia as a new channel to reach the consumer. SMS initially received negative media coverage in many parts of Europe for being a new form of spam as some advertisers purchased lists and sent unsolicited content to consumer's phones; however, as guidelines are put in place by the mobile operators, SMS has become the most popular branch of the Mobile Marketing industry with several 100 million advertising SMS sent out every month in Europe alone.

In Europe the first cross-carrier SMS shortcode campaign was run by Txtbomb in 2001 for an Island Records release, In North America it was the Labatt Brewing Company in 2002. Over the past few years mobile short codes have been increasingly popular as a new channel to communicate to the mobile consumer. Brands have begun to treat the mobile short code as a mobile domain name allowing the consumer to text message the brand at an event, in store and off any traditional media.

SMS marketing services typically run off a short code, but sending text messages to an email address is another methodology (though this method is not supported by the carriers). Short codes are 5 or 6 digit numbers that have been assigned by all the mobile operators in a given country especially for the use of brand campaign and other consumer services. Due to the high price of short codes of $500-$1000 a month, many small businesses opt to share a short code in order to reduce monthly costs. The mobile operators vet every short code application before provisioning and monitor the service to make sure it does not diverge from its original service description. Another alternative to sending messages by short code or email is to do so through one's own dedicated phone number.

Besides short codes, inbound SMS can be received on long numbers (international number format, e.g. +44 7624 805000 or US number format,[6] e.g. 757 772 8555), which can be used in place of short codes or premium-rated short messages for SMS reception in several applications, such as product promotions and campaigns. Long numbers are internationally available, as well as enabling businesses to have their own number, rather than short codes which are usually shared across a number of brands. Additionally, long numbers are non-premium inbound numbers.

One key criterion for provisioning is that the consumer opts into the service. The mobile operators demand a double opt in from the consumer and the ability for the consumer to opt out of the service at any time by sending the word STOP via SMS. These guidelines are established in the CTIA Playbook and the MMA Consumer Best Practices Guidelines[7] which are followed by all mobile marketers in the United States. In Canada, opt in will be mandatory once the Fighting Internet and Wireless Spam Act comes in force in mid-2012.

MMS

MMS mobile marketing can contain a timed slideshow of images, text, audio and video. This mobile content is delivered via MMS (Multimedia Message Service). Nearly all new phones produced with a color screen are capable of sending and receiving standard MMS message. Brands are able to both send (mobile terminated) and receive (mobile originated) rich content through MMS A2P (application-to-person) mobile networks to mobile subscribers. In some networks, brands are also able to sponsor messages that are sent P2P (person-to-person).

Good examples of mobile-originated MMS marketing campaigns are Motorola's ongoing campaigns at House of Blues venues, where the brand allows the consumer to send their mobile photos to the LED board in real-time as well as blog their images online.

Push notifications

Push notifications were first introduced to smartphones by Apple with the Push Notification Service in 2009.[8] For Android devices, Google developed Android Cloud to Messaging or C2DM in 2010. Google replaced this service with Google Cloud Messaging in 2013.[9] Commonly referred to as GCM, Google Cloud Messaging served as C2DM's successor, making improvements to authentication and delivery, new API endpoints and messaging parameters, and the removal of limitations on API send-rates and message sizes. It is a message that pops up on a mobile device. It is the delivery of information from a software application to a computing device without any request from the client or the user. They look like SMS notifications but they are reached only the users who installed the app. The specifications vary for iOS and android users. SMS and push notifications can be part of a well-developed inbound mobile marketing strategy.

According to mobile marketing company Leanplum, Android sees open rates twice as high as those on iOS. Android sees open rates of 3.48 percent for push notification, versus iOS which has open rates of 1.77 percent.[10]

App-based marketing

With the strong growth in the use of smartphones, app usage has also greatly increased. Therefore, mobile marketers have increasingly taken advantage of smartphone apps as a marketing resource. Marketers aim to optimize the visibility of an app in a store, which will maximize the number of downloads. This practice is called App Store Optimization (ASO).

There is a lot of competition[11] in this field as well. However, just like other services, it is not easy anymore to rule the mobile application market. Most companies have acknowledged the potential of Mobile Apps to increase the interaction between a company and its target customers. With the fast progress and growth of the smartphone market, high-quality Mobile app development is essential to obtain a strong position in a mobile app store.

Here are several models for APP marketing.

1. Content embedded mode For the most part at present, the downloadding APP from APP store is free, for APP development enterprise, need a way to flow to liquidate, implantable advertising and APP combines content marketing and game characters to seamlessly integrating user experience, so as to improve advertising hits.[12]

2. Advertising model advertisement implantation mode is a common marketing mode in most APP applications. Through Banner ads, consumer announcements, or in-screen advertising, users will jump to the specified page and display the advertising content when users click. This model is more intuitive, and can attract users' attention quickly.

3. User participation mode is mainly applied to website transplantation and brand APP. The company publishes its own brand APP to the APP store for users to download, so that users can intuitively understand the enterprise or product information better. As a practical tool, this APP brings great convenience to users' life. User reference mode enables users to have a more intimate experience, so that users can understand the product, enhance the brand image of the enterprise, and seize the user's heart.

4. The shopping website embedded mode is the traditional Internet electric business offering platforms in the mobile APP, which is convenient for users to browse commodity information anytime and anywhere, order to purchase and order tracking. This model has promoted the transformation of traditional e-commerce enterprises from shopping to mobile Internet channels, which is a necessary way to use mobile APP for online and offline interactive development, such as amazon, ebay and so on. The above several patterns for the more popular marketing methods, as for the details while are not mentioned too much, but the hope can help you to APP marketing have a preliminary understanding, and on the road more walk more far in the marketing.[12]

In-game mobile marketing

There are essentially three major trends in mobile gaming right now: interactive real-time 3D games, massive multi-player games and social networking games. This means a trend towards more complex and more sophisticated, richer game play. On the other side, there are the so-called casual games, i.e. games that are very simple and very easy to play. Most mobile games today are such casual games and this will probably stay so for quite a while to come.

Brands are now delivering promotional messages within mobile games or sponsoring entire games to drive consumer engagement. This is known as mobile advergaming or ad-funded mobile game.

In in-game mobile marketing, advertisers pay to have their name or products featured in the mobile games. For instance, racing games can feature real cars made by Ford or Chevy. Advertisers have been both creative and aggressive in their attempts to integrate ads organically in the mobile games.

Although investment in mobile marketing strategies like advergaming is slightly more expensive than what is intended for a mobile app, a good strategy can make the brand derive a substantial revenue. Games that use advergaming make the users remember better the brand involved. This memorization increases virality of the content so that the users tend to recommend them to their friends and acquaintances, and share them via social networks.[13]

One form of in-game mobile advertising is what allows players to actually play. As a new and effective form of advertising, it allows consumers to try out the content before they actually install it. This type of marketing can also really attract the attention of users like casual players. These advertising blur the lines between game and advertising, and provide players with a richer experience that allows them to spend their precious time interacting with advertising.

This kind of advertisement is not only interesting, but also brings some benefits to marketers. As this kind of in-gaming mobile marketing can create more effective conversion rates because they are interactive and have faster conversion speeds than general advertising. Moreover,Games can also offer a stronger lifetime value. They measure the quality of the consumer in advance to provide some more in-depth experience,So this type of advertising can be more effective in improving user stickiness than advertising channels such as stories and video.[14]

QR codes

QR codes allow mobile phone owners to visit a web site address by scanning a digitied 2D image with their phone's camera.[15]

One drawback of qr codes is that some people are not familiar with QR codes. There are still a lot of people in society who do not know what the QR code stands for, although QR codes can be seen almost everywhere in our lives. Many companies trying to use QR codes to promote their own products as well as looking for potential customers, but if the customer does not know how to find the information through the QR code, they seem to may not purchase a product or service. Another major drawback of QR codes is that they rely on mobile devices or smartphones. The whole concept of a QR code and its benefits are based on its ability to be scanned by mobile devices. If consumers, like older people, do not have mobile devices or smartphones, qr codes are not good for them.[16]

Bluetooth

Bluetooth technology is a wireless short range digital communication that allows devices to communicate without the now superced RS-232 cables.[17]

Proximity systems

Mobile marketing via proximity systems, or proximity marketing, relies on GSM 03.41 which defines the Short Message Service - Cell Broadcast.[18] SMS-CB allows messages (such as advertising or public information) to be broadcast to all mobile users in a specified geographical area. In the Philippines, GSM-based proximity broadcast systems are used by select Government Agencies for information dissemination on Government-run community-based programs to take advantage of its reach and popularity (Philippines has the world's highest traffic of SMS). It is also used for commercial service known as Proxima SMS. Bluewater, a super-regional shopping centre in the UK, has a GSM based system supplied by NTL to help its GSM coverage for calls, it also allows each customer with a mobile phone to be tracked though the centre which shops they go into and for how long. The system enables special offer texts to be sent to the phone. For example, a retailer could send a mobile text message to those customers in their database who have opted-in, who happen to be walking in a mall. That message could say "Save 50% in the next 5 minutes only when you purchase from our store." Snacks company, Mondelez International, makers of Cadbury and Oreo products has committed to exploring proximity-based messaging citing significant gains in point-of-purchase influence.[19]

Location-based services

Location-based services (LBS) are offered by some cell phone networks as a way to send custom advertising and other information to cell-phone subscribers based on their current location. The cell-phone service provider gets the location from a GPS chip built into the phone, or using radiolocation and trilateration based on the signal-strength of the closest cell-phone towers (for phones without GPS features). In the United Kingdom, which launched location-based services in 2003, networks do not use trilateration; LBS uses a single base station, with a "radius" of inaccuracy, to determine a phone's location.

Some location-based services work without GPS tracking technique, instead transmitting content between devices peer-to-peer.

There are various methods for companies to utilize a device's location.[20]

1.Store locators.

Utilizing the location-based feedback, the nearest store location can be found rapidly by retail clients.

2.Proximity-based marketing.

Companies can deliver advertisements merely to individuals in the same geographical location.

Location-based services send advertisements prospective customers of the area who may truly take action on the information.

3.Travel information.

Location-based services can provide actual time information for the smartphones, such as traffic condition and weather forecast, then the customers can makr the plan.

4.Roadside assistance.

In the event of sudden traffic accidents, the roadside assistance company can develop an app to track the customer's real-time location without navigation.

Ringless voicemail

The advancement of mobile technologies has allowed the ability to leave a voice mail message on a mobile phone without ringing the line. The technology was pioneered by VoAPP, which used the technology in conjunction with live operators as a debt collection service. The FCC has ruled that the technology is compliant with all regulations.[21]CPL expanded on the existing technology to allow for a completely automated process including the replacement of live operators with pre recorded messages.[22] By optimizing the technology, marketers can utilize the process to increase engagement of their product or service.

User-controlled media

Mobile marketing differs from most other forms of marketing communication in that it is often user (consumer) initiated (mobile originated, or MO) message, and requires the express consent of the consumer to receive future communications. A call delivered from a server (business) to a user (consumer) is called a mobile terminated (MT) message. This infrastructure points to a trend set by mobile marketing of consumer controlled marketing communications.[23]

Due to the demands for more user controlled media, mobile messaging infrastructure providers have responded by developing architectures that offer applications to operators with more freedom for the users, as opposed to the network-controlled media. Along with these advances to user-controlled Mobile Messaging 2.0, blog events throughout the world have been implemented in order to launch popularity in the latest advances in mobile technology. In June 2007, Airwide Solutions became the official sponsor for the Mobile Messaging 2.0 blog that provides the opinions of many through the discussion of mobility with freedom.[24]

GPS plays an important role in location-based marketing.[]

Privacy concerns

Mobile advertising has become more and more popular. However, some mobile advertising is sent without a required permission from the consumer causing privacy violations. It should be understood that irrespective of how well advertising messages are designed and how many additional possibilities they provide, if consumers do not have confidence that their privacy will be protected, this will hinder their widespread deployment.[25] But if the messages originate from a source where the user is enrolled in a relationship/loyalty program, privacy is not considered violated and even interruptions can generate goodwill.[26]

The privacy issue became even more salient as it was before with the arrival of mobile data networks. A number of important new concerns emerged mainly stemming from the fact that mobile devices are intimately personal[27] and are always with the user, and four major concerns can be identified: mobile spam, personal identification, location information and wireless security.[28] Aggregate presence of mobile phone users could be tracked in a privacy-preserving fashion.[29]

Classification

Kaplan categorizes mobile marketing along the degree of consumer knowledge and the trigger of communication into four groups: strangers, groupies, victims, and patrons. Consumer knowledge can be high or low and according to its degree organizations can customize their messages to each individual user, similar to the idea of one-to-one marketing. Regarding the trigger of communication, Kaplan differentiates between push communication, initiated by the organization, and pull communication, initiated by the consumer. Within the first group (low knowledge/push), organizations broadcast a general message to a large number of mobile users. Given that the organization cannot know which customers have ultimately been reached by the message, this group is referred to as "strangers". Within the second group (low knowledge/pull), customers opt to receive information but do not identify themselves when doing so. The organizations therefore does not know which specific clients it is dealing with exactly, which is why this cohort is called "groupies". In the third group (high knowledge/push) referred to as "victims", organizations know their customers and can send them messages and information without first asking permission. The last group (high knowledge/pull), the "patrons" covers situations where customers actively give permission to be contacted and provide personal information about themselves, which allows for one-to-one communication without running the risk of annoying them.[30]

References

  1. ^ Karjaluoto Heikki and Leppäniemi Matti, "Factors influencing consumers' willingness to accept mobile advertising: a conceptual model", Int. J Mobile Communications, Vol 3, No. 3, 2005, p. 198.
  2. ^ Leppäniemi, Matti, "Mobile marketing communications in consumer markets", Faculty of Economics and Business Administration, Department of Marketing, University of Oulu, 2008, p. 21.
  3. ^ Andreas Kaplan (2012) If you love something, let it go mobile: Mobile marketing and mobile social media 4x4 Found, Business Horizons, 55(2), 129-139 p. 130.
  4. ^ "Various Resources to Register for National Do Not Call Registry of India". Ndncregistry.com. Retrieved . 
  5. ^ "SMS Online". SMS Online. Retrieved . 
  6. ^ US Number Format Example: http://www.missingsms.com/
  7. ^ MMA Consumer Best Practices Guidelines. Mobile Marketing Association. March 1, 2011.
  8. ^ "Notifications for Developers". Apple. 
  9. ^ "Cloud to Device Messaging (Deprecated)". Google. 
  10. ^ Sterling, Greg. "Android users open 2x more notifications, but iOS users much faster to open -- [Report]". Marketing Land. Retrieved 2016. 
  11. ^ "Number of apps available in leading app stores 2015 | Statistic". Statista. Retrieved . 
  12. ^ a b "APP_?". wenku.baidu.com. Retrieved . 
  13. ^ https://en.yeeply.com/blog/advergaming-the-most-addictive-mobile-marketing-strategy/
  14. ^ "In-Game Marketing | What is In-Game Marketing?". www.marketing-schools.org. Retrieved . 
  15. ^ "QRcode.com|DENSO WAVE". Denso-wave.com. Retrieved . 
  16. ^ "Advantages and Disadvantages of QR code". www.estateqrcodes.com. Retrieved . 
  17. ^ Bluetooth. "Bluetooth: Fact or Fiction - Bluetooth Technology Website". 
  18. ^ "The Social Media Marketing Handbook - Everything you need to know about ... - Rob Peters - Google Books". 
  19. ^ Savage, Mike. "Mondelez Mobilizes". Media Business Asia. Retrieved 2016. 
  20. ^ "Location-Based Services: Definition & Examples". Business News Daily. Retrieved . 
  21. ^ "FCC Ruling of VoAPP". FCC. Retrieved 2014. 
  22. ^ "Ringless Voicemail Drop Platform". CPL. Retrieved 2014. 
  23. ^ See also push-pull strategy and smartreply on the nature of mobile marketing in practice by business.
  24. ^ Airwide Backs Messaging Blog, Mobile Marketing Magazine. May 23, 2007
  25. ^ Cleff, Evelyne Beatrix, "Privacy issues in mobile advertising" British and Irish Law, Education and Technology Association, 2007 Annual Conference Hertfordshire, p. 3.
  26. ^ Banerjee, Syagnik (Sy) and Rishika, Rishika,(2015) The Art of Mistiming: How Interruptions Make Mobile Coupon Campaigns Effective, Journal of Direct, Data and Digital Marketing Practice, December.
  27. ^ Banerjee, Syagnik (Sy) and Dholakia, Ruby Roy,(2008) Mobile Advertising: Does Location Based Advertising Work? International Journal of Mobile Marketing, December.
  28. ^ Camponovo Giovanni, Cerutti Davide, "The Spam Issue in Mobile Business a Comparative Regulatory Overview", Proceedings of the Third International Conference on Mobile Business, M-Business, 2004.
  29. ^ D. Quercia, Ilias Leontiadis, Liam McNamara, Cecilia Mascolo, Jon Crowcroft (2011). SpotME If You Can: Randomized Responses for Location Obfuscation on Mobile Phones. IEEE ICDCS
  30. ^ Kaplan, Andreas (2012) If you love something, let it go mobile: Mobile marketing and mobile social media 4x4 Found, Business Horizons, 55(2), 129-139.

  This article uses material from the Wikipedia page available here. It is released under the Creative Commons Attribution-Share-Alike License 3.0.

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