Week 4 - Mobile Marketing

What is mobile marketing?

The Direct Marketing Association defines mobile marketing as "the process of marketing campaigns delivered via the mobile medium" (cited Richardson 2010, p.6).

There are various different smartphones and tablets that ensure that we 'stay connected wherever we go. Almost all of these will probably have a touch screen, camera, 3G or 4G, so internet access is available whenever.  Rowles (2013) explains how mobile marketing is about understanding the individual and what they want to achieve. Our mobile phones are personal items that we carry with us wherever we go, and it is quite common that whilst on our mobile devices, we have less free time available to browse. This is why the concept of mobile marketing is so important, as it caters for the individual.

Chaffey et al (2009) suggests that mobile phones and tablets are beneficial for mobile marketing because of their ubiquity, reachability and convenience. This is because they can be assessed from anywhere, their users can be reached outside of their home environment, and a power supply or fixed-line connection is not required.

There is good news for mobile marketing recently. Two thirds of consumers have received a text message or mobile alert from a business in the last 6 months. However only 47% have 'liked' a brand on Facebook and 12% have followed a brand on Twitter. (Forbes 2014). 41% of consumers stated that they would be willing to share private and personal details if it meant that they received relevant offers and discounts.

References:

Daniel Rowles, Mobile Marketing: How Mobile Technology is Revolutionizing Marketing, Communications and Advertising , 2013, Kogan Page Publishers

Chaffey et al, 2009, Internet Marketing: Strategy, Implementation and Practise, 4th Edition, Prentice Hall.

Neil Richardson, A Quick Start Guide to Mobile Marketing: Create a Dynamic Campaign and Improve Your Competitive Advantage, 2010, Kogan Page Publishers

Forbes 12 February 2014, Mobile Marketing: 4 Ways to Keep it Relevant, (Online) http://www.forbes.com/sites/att/2014/12/02/mobile-marketing-4-ways-to-keep-it-relevant/