The 7 Pillars of Digital Marketing Blog

The Impact of Mobile Marketing on Businesses August 25, 2010 – 4:01 pm				admin

Recent developments in technology created new media channels for advertising and marketing. The channels of communications used by marketers include SMS, MMS and email, etc. The new area of marketing is the form of marketing that targets mobile phone users in Mobile Marketing.  
Anywhere and at anytime, advertisers can reach their customers in order to promote their products or services through mobile devices. With the help of the consumer profile and their interests, the advertising companies can launch highly targeted campaigns. When devising a mobile marketing campaign, there are quite a few factors that need to be kept in mind which include but not limited to user acceptance, consumer responsiveness and the impact of the campaign on the purchase making decision.

The current format of mobile advertising or marketing does not have a major effect on the buying decision of the consumers and various studies reveal that the response of consumers towards this form of marketing fall in different categories which include a disruptive nature of the advertisements, a need for personalization of advertisements, and the advantages or use of mobile advertisements. The major advantage of this media as a tool of marketing is that it will improve the chances of reaching consumers directly with personalized content. On the other hand, most companies think of negative response from consumers and invasion of consumer privacy as main disadvantages.

Recent studies reveal that one third of Americans who have signed up for promotional alerts via mobile phones indicate that these marketing services make an impact on their buying decision. Placecast studies indicate that only 3% of women and 7% of men are interested in location based social networks.  The check-in services or the mobile optimized location based services of leading social networks has only a limited impact and the reach is still not measured properly.  Studies also reveal that the short messaging services as a new advertising medium can generate good responses as high as 40% compared to direct mail and banner advertisements.  Location based mobile advertising messages are having higher click through rates when compared to online advertising messages.

The key for success in mobile marketing is to maintain a certain level that will not disturb the mobile phone users. So for every marketer, it is very important to know the use of mobile marketing to make a clear impact on the buying decision of a consumer. Mobile media is considered to be more personal than any other traditional mode of communication and emails. It is highly recommended to follow a conceptual framework when defining a mobile marketing campaign using the permission based marketing strategy.

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Posted in 7 Pillars of Digital Marketing, blog, Content Marketing, Marketing, Marketing Agencies, Mobile Marketing | 1 Comment »
Tags: Content Marketing, internet marketing agency, mobile advertising, Mobile Marketing, Mohamed Mohideen, Social Media Marketing